Corporate branding is a much broad concept than product branding as it focuses on the personality and character of a company as well as its reputation in the market. It assists in identifying the unique selling point (USP) of a company and differentiates it from competitors in the market.
Corporate Branding has a wide range of advantages, including setting businesses apart from the competition, enhancing customer relationships and building trust and loyalty with consumers, and reducing the necessity for marketing products. It also permits the extension of a brand’s name and recognition of new products over time as consumers associate the product with a familiar brand.
A well-defined brand is essential for any company. It can be utilized for public relations, or even for recruitment. Making a solid corporate brand requires much thinking and planning to ensure that the company message is effectively communicated in a manner.
It can be difficult to establish a corporate identity for both large and small businesses. While the admen on Madison Avenue might have you believe that corporate branding was at its peak in the boardrooms that were smoky and filled with martinis, the rise of social media and the internet has brought a whole new set of challenges that require an innovative approach. A growing number of companies are integrating corporate branding with marketing, communication, and even social and environmental responsibility initiatives.
https://marketcorporate.com/corporate-branding-and-the-work-of-the-chief-marketing-leaders/