Definition
A corporate brand is a corporate name used as a brand for goods and services. Often it is used as a form of “family branding” for a line of goods or services.
A secondary usage also has emerged – the corporate name used as identifier or symbol for the broad essence of the organization itself, apart from specific products and beyond the simple labeling of the entity. It typically is used in efforts directed toward non-customer stakeholders such as employees, shareholders, other investors and public agencies.
This difference is analogous to the distinction between product advertising and corporate (a.k.a. institutional) advertising.
References
- Common Language in Marketing Project, 2020.