subject: Corporate Branding For Solid Industry Product Lines [print this page] Corporate branding refers to a company applying its name to a product or service that they have either invented or improved upon. Companies can then advertise several different products under a single brand name and that is referred to as family branding or umbrella branding. By using corporate branding with a product that you have successfully marketed in the past you can familiarize consumers with some of the other products that you will be incorporating with the brand name. If the public is interested in one of your products then they may seek out some of the other products that are under their brand name. Many times corporate branding is successful when the company is well known and sells reputable products that offer a positive image to society.
Now two consumers corporate branding represents a higher level of quality that most have come to expect from a company offering the brand name. Every product in the line should have the same level of quality as all the others when it comes to the manufacturing and distribution process. Oftentimes, companies can help consumers with purchasing their products by comparing them to other brand name products out on the market today. They can list the good and bad factors over the other companys brand name to sway consumers to buy their products over the others. Most of the value of a brand is determined by the profits. If profits are high then manufacturers can offer products either at a lower rate than most, which can further be a positive image as well for their business.
Corporate branding has the ability to make a product very successful.The name of the product as well as its packaging, price and promotional strategy are developed by a corporate brand manager with the approval and input of senior level management. The product name used in brand asset management situations must be easily recognizable by the target market. If the brand name has a track record of a guarantee of quality, then there are huge amounts of money to be made by using the name. However, just one shoddy product under the brand name may cause bad word of mouth, affecting sales of all the other products under the same name and causing irreparable damage to the company. This along with taking some time to find out the best process of getting your products either individually branded, corporate branded, or family branded is an important step in marketing.
