Corporate branding

Corporate Branding refers to the practice of using your company's name as a
product brand name. It is an attempt to leverage corporate brand equity in
an attempt to create product brand recognition. It is a type of family
branding. Disney, for example, includes the word 'disney' in the name of
many of it's products. So does IBM, Pepsi, and CocaCola. This 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 should only be used if the company is already well known by the
target market and also has a very positive image in their minds. If
corporate branding is done well, the corporate name can become synonomous
with a product category (eg.: Klenex, Tampax). Even purchasers of Charmin
will refer to the product as Klenex. The main disadvantage with corporate
branding is the products are not treated as individuals, hence there is not
adequate focus on the products' unique characteristics.

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