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.