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corporate branding
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What is Corporate Branding?
Corporate branding is the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The corporate brand is the “umbrella” brand that sits over all a company’s product and service brands. The scope of a corporate brand is therefore much broader than a product brand.
The way a company’s corporate brand and its product/service brands sit and interact in relation to each other is known as the brand architecture.
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