A study on importance of corporate branding in modern society
Dr. A Kapoor, N Saranya
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. 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. Before the industrial revolution, most of the products used around the home were made in that home. The average person would just buy the raw materials needed and make it himself. The word "brand" is derived from the Old Norse. Brand, meaning "to burn." It refers to the practice of producers burning their mark (or brand) onto their products.