Best Practice

Corporate Advertising

Corporate advertising can be defined as advertising that aims to promote a company, rather than any specific product or service marketed by it. This used to be a form of investor relations, but now that the value of brands is appearing in balance sheets, its scope and variety has become wider. A particular part of this is the support of corporate social responsibility (CSR) campaigns27, 28.

An increasing number of companies can be seen advertising the corporate or company brand, and umbrella branding, which facilitates this, is widespread26, 29. Exactly how this company advertising is then designed to work depends on the corporate brand architecture1, 6, 7: how do the various individual product or service brands marketed by the company relate, in the way they are branded, to the company brand?25.