Branding Strategy and Logo Design : What is branding ?

Definition (wikipedia):
Corporate branding is the practice of using a company's name as a product brand name. It is an attempt to leverage corporate brand equity 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; among many other examples are IBM, Pepsi, and Coca-Cola.

Corporate branding can result in significant economies of scope since one advertising campaign can be used for several products. It also facilitates new product acceptance because potential buyers are already familiar with the name. Proper brand marketing is probably one of the most important things a company who is trying to break into a market and billions of dollars could be spent to try and make this happen.

A significant drawback to this branding strategy is that products may not be treated individually, which reduces the focus on the products' unique characteristics. Another potential disadvantage of corporate branding is that the corporate name can become synonymous with a product category. Examples of this phenomenon are Kleenex and Tampax. Even purchasers of Charmin, a competitor to Kleenex, sometimes refer to the product as Kleenex. Although having such a dominant mind share is usually encouraged, the downside is that such genericised trademarks can lose their trademark protection.

Corporate branding is not limited to a specific mark or name. Branding can be summed up into several touchpoints. These touchpoints include; logo design, website design, customer service, treatment and training of employees, packaging, advertising, stationery, quality of products and services, and even things like cleanliness if the company has a retail store. Anytime the general public sees, hears, or comes into contact with a specific brand, the branding team has thought about it and has found a way to weave a positive brand image into it.

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