Brands and corporate ads: mutuality or conflict?

This is an introductory piece for two articles on corporate advertising. It comments on successful 'one product, one brand' companies, such as Coca-Cola and on the theory of umbrella and master brand advertising, along with the accruing benefits of economies of scale, flexibility and longevity.

Brands And Corporate Ads: Mutuality Or Conflict?

 

It is widely believed by most commentators, especially those with a financial background, that the key to successful brand development lies in leveraging brand names across a range of products. The logical extension of this, reflected in stockmarket analyses, is that a corporate brand is the most potent and valuable form of brand.

This is, of course, fine for a one-product, one-brand company as Coca-Cola is, in the eyes of most investors or for service companies where the range of 'products' is marketed under the same roof and the...

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