{"id":9559,"date":"2020-11-12T07:00:45","date_gmt":"2020-11-12T05:00:45","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=9559"},"modified":"2025-01-18T11:27:55","modified_gmt":"2025-01-18T09:27:55","slug":"how-to-manage-a-corporate-brand","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/blog\/how-to-manage-a-corporate-brand\/","title":{"rendered":"How To Manage A Corporate Brand"},"content":{"rendered":"
\"DSM<\/div><\/div>

The term \u2018corporate branding\u2019 refers to the practice of promoting the brand name of a corporate entity. This is as opposed to brands of specific products or services. The activities and thinking that go into developing and maintaining a corporate brand are different from product and service branding.<\/p>\n

This is because the scope of a corporate brand<\/a> is typically much broader. It should also be noted that while the process of corporate branding is a different activity from product or service branding, these different types of branding can, and frequently do, take place side-by-side within a given organisation.<\/p>\n

What’s The Difference Between Corporate Branding and Product Branding?<\/strong><\/h2>\n

Corporate branding involves marketing various products or services under the name of a company. Product branding, on the other hand, is a marketing strategy<\/a> wherein a business promotes and markets an individual product without the company name being front and centre in the advertising campaigns or even on the product labelling.<\/p>\n

Management strategies for choosing which avenue to pursue or a combination of the two in branding vary by business and each approach produces results.<\/p>\n

Corporate brands generally have the following characteristics:<\/p>\n