Marketers must use advertising to accomplish several goals at the same time. First, they want to advertise new products to consumers so consumers know these products exist and are available through the company. Second, they want to advertise value so consumers believe they are getting their money's worth -- or preferably, more than their money's worth -- from product features, customer service and other value offerings of the company. But the overarching goal of marketing is to create a company brand, a strong identity that has the ability to stick in the minds of consumers regardless of the product or situation.
Corporate branding is a particular type of branding that seeks to link the name of the corporation with the overall advertising efforts in the mind of the consumer. If corporate branding is successful, when consumers hear or see the name of the company, they will associate it with a unique value and positive experiences. No matter what product or service the corporation offers, the corporate name is always an influence. Coca-Cola, for instance, has a powerful corporate brand that focuses on the strength of the name as much as the features of any Coca-Cola products.
When done successfully, corporate branding makes advertising much easier for companies. For instance, companies that have a strong corporate brand can simply advertise their name -- at sporting events, in movies and on other sponsored products -- and that name will immediately evoke a positive reaction in the consumer, without the need for a list of product features or the latest goods the business has for sale. In the end, companies can charge higher costs simply because they are the ones making or labeling a product.
A brand should not be confused with normal advertising methods. Marketers use logos, images, songs, colors and phrases to help advertise and build a brand, but these are not the brand itself. It is difficult to point to any physical aspect of a marketing strategy and call it a brand. Rather, the brand exists as a position in the consumer market, an intangible attitude and spirit behind a company or product. It is both emotional and mental, and is composed of many elements. This gives businesses many different avenues to communicate a corporate brand.
There is a clear difference between a corporation brand and brander corporations. Brander corporations are essentially behind the scenes. Consumers may recognize the name of the brander company, but do not associate it with any particular value or product -- the name evokes little reaction. These brander corporations are often parent companies of smaller organizations which attempt to make their own names brands. This is a better marketing strategy for large parent companies that oversee different types of companies with a variety of products.