Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. It is different from product and service branding because the scope of a corporate brand is typically much broader. Corporate branding helps connect an organization to multiple stakeholders and impacts many aspects of companies, such as corporate identity, sponsorships, and brand extensions.
A successful corporate branding represents the company’s mission, values, and objectives. It helps to have a distinctive, compatible look and feel across every medium. Corporate branding is often best when it stirs rather than shakes consumer emotions.
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