Corporate Branding Law and Legal Definition

Corporate branding is the practice of assigning a company's name to a product. For example, IBM uses its company name in most of its products. It is a type of family branding or umbrella brand. This differs from the individual product branding, which involves the use of unique brand name for each product and the corporate name is not advertised to the consumer. Corporate branding helps a company to successfully familiarize and market its product to its consumers and thereby create a brand loyalty. In corporate branding, just like the family branding a single advertising campaign can be used for several products. It also facilitates new product acceptance because if the public likes one product from this company, then they may seek out the brand name when buying other products. Corporate branding is not restricted to a specific mark or name. Instead it can use logo, customer service, treatment and training of employees, packaging, advertising, stationery, and quality of products and services to come into contact with the general public.

One of the disadvantages of corporate branding is that it will be successful only if the company is well known and sells reputable products with a positive image. Furthermore, the company will become identified with only one type of product.