Know-How Exchange : Student Questions

Cooporate branding:

https://en.wikipedia.org/wiki/Corporate_branding

Umbrella brand

https://en.wikipedia.org/wiki/Umbrella_brand
https://www.google.co.nz/search?hl=en&safe=off&q=Umbrella+branding&btnG=Sea...

Meagabrand

https://www.google.co.nz/search?hl=en&safe=off&q=+megabrand&btnG=Search&met...

Corporate branding is the process by which you impart a personality or public image to an entire company, not just its products or services.

It's different from "umbrella branding" because "umbrella" suggests that there are specific sub-brands sharing an identity.

Maybe this will help:

Procter & Gamble, a corporate entity, has a brand image or "corporate brand." It's often referred to as "P&G" (a friendlier version of the more formal company name).

The company also has a number of brands, each with their own identities and personalities -- Tide, Crest, Pampers, etc., etc.

In a few cases, it has "umbrella" brands, like Ivory -- which is a bar soap, a liquid dishwashing detergent, and a light-duty laundry product. (That's unusual for P&G, but it happened.)

None of the individual brands, or the umbrella brand, use the P&G brand as part of their identity. P&G is strictly the corporate brand.

Of course, sometime the corporate image is so important to the individual brands that the corporate brand is also an umbrella brand, covering many different products/services as well as the corporation. It can work (think about IBM, for example), but usually it's difficult to suggest a single benefit for a diverse family of products and services, so the corporate brand is better left intact for the corporation.

Hope this clears things up for you.