Corporate brand
The corporate brand represents an organisation as a whole to customers, talent, partners and other audiences
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It may be the same as its product brand or coexist with separate commercial brands. Managing it connects purpose, culture, reputation and strategy. In a complex portfolio it is worth defining when it should appear as the lead brand, an endorser or an institutional reference.
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