Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader.

Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader.

The company is a brand. Corporate brand–building is the art and science ofbuilding awareness, loyalty, preference and value for companies directly, as opposed to the product brands they manage and market.

Corporate marketing is the means by which a corporation or organization attracts potential customers. A corporate marketing team is responsible for determining how to reach the company’s desired customers, and determining what kinds of advertising and messaging tactics will appeal to them.

Corporate branding holds an important place in marketing, for both small and large companies. A successful corporate brand is defined by the company’s mission, values, and objectives. The purpose of adopting a corporate brand is to have a unique and consistent look and feel across every medium.

While the two may still be interrelated, the difference lies in their focus. Corporate branding is focused on the corporation as well as its beliefs and ideologies. As forproduct branding, the focus is on the product or services and/or its customers.