I am currently undertaking a dissertation based on branding activities of Samsung Electronics. I am currently undertaking a literature review. What i think i need to loot at are, the theories of branding and corporate branding. I found that there are differences in product branding and corporate branding. I roughly know what they are. But i am still not sure how different they are. During the analysis of Samsung's branding activities, i became more confused as i am still not sure whether they are engaging in corporate branding as i previously thought. I know they do not advertise on every single products. but.. I am just so confused. Can you explain what exactly corporate branding is? And what branding activities Samsung engages in?
Corporate branding means enhancing the bran image of the whole corporation or entity rather than individual product lines. A very good example will be GE, which has several businesses. GE has positioned its brand in such a strong way that a simple GE logo puts forth a strong impression in the eyes of the general public. We do not care to explore the details of its businesses such as GE ...
Corporate branding means enhancing the bran image of the whole corporation or entity rather than individual product lines.