Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word "Disney" in the name of many of its products; among many other examples are IBM, Pepsi, and Coca-Cola. For other uses, see Brand (disambiguation). ... For other uses, see Corporation (disambiguation). ... This article is about the marketing concept. ... Family branding is a marketing strategy that involves selling several related products under one brand name. ... An umbrella brand is a brand that covers diverse kinds of products which are more or less related. ... For other uses, see IBM (disambiguation) and Big Blue. ... Pepsi Cola is a non-alcoholic carbonated beverage produced and manufactured by PepsiCo. ... The wave shape (known as the dynamic ribbon device) present on all Coca-Cola cans throughout the world derives from the contour of the original Coca-Cola bottles. ...

Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. A corporate branding strategy is generally only useful when the company is already well known with a very positive image in the target market. This article or section does not cite any references or sources. ... Advert redirects here. ... In business and engineering, new product development (NPD) is the term used to describe the complete process of bringing a new product or service to market. ... Target market may be defined as a market which an organisation sets its views on, either because it is witnessing an increasing demand for the product produced by the organisation, either because it represents a blue ocean for the organisation to exploit before its competitors get there, so as to...

A significant drawback to this strategy is that products may not be treated individually, which reduces the focus on the products' unique characteristics. Another potential disadvantage of corporate branding is that the corporate name can become synonymous with a product category. Examples of this phenomenon are Kleenex and Tampax. Even purchasers of Charmin, a competitor to Kleenex, sometimes refer to the product as Kleenex. Although having such a dominant mind share is usually encouraged, the downside is that such genericised trademarks can lose their trademark protection. Kleenex logo This article is about the Kleenex brand. ... The tone or style of this article or section may not be appropriate for Wikipedia. ... A genericized trademark (Commonwealth English genericised trade mark), sometimes known as a generic trade mark, generic descriptor or proprietary eponym, is a trademark or brand name which is often used as the colloquial description for a particular type of product or service as a result of widespread popular or cultural...

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See also

• brand
• brand management
• family branding
• genericized trademark
• product management
• marketing
• trademark
• umbrella brand

For other uses, see Brand (disambiguation). ... The discipline of brand management was started at Procter & Gamble PLC as a result of a famous memo by Neil H. McElroy. ... Family branding is a marketing strategy that involves selling several related products under one brand name. ... A genericized trademark, generic trade mark, generic descriptor, or proprietary eponym, is a trademark or brand name which has become the colloquial or generic description for a particular class of product or service. ... This article or section does not adequately cite its references or sources. ... For the magazine, see Marketing (magazine). ... “(TM)” redirects here. ... An umbrella brand is a brand that covers diverse kinds of products which are more or less related. ...

External links

• History of Branding