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Corprate Building – SABC Education Career Guide

Corporate branding is the practice of using a company’s name as a product brand name. It is an attempt to use a brand to create product brand recognition. It is a type of family branding or umbrella brand. Disney, for example, includes the word “Disney” in the name of many of its products; other examples include IBM and Heinz. This strategy contrasts with individual product branding, where each product has a unique brand name and the corporate name is not promoted to the consumer. Corporate branding means one advertising campaign can be used for several products. It also allows new product acceptance because potential buyers are already familiar with the name.
Corprate Building – SABC Education Career Guide

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