Introduction

Abstract

Corporate branding strategies are gaining more and more importance. Recently, a growing number of firms use their corporate brand as an endorsement to their product brands in the fast moving consumer goods (FMCG) sector (Lei, Dawar, and Lemmink 2008, p. 121). While Procter & Gamble is primarily keeping its corporate brand discreetly in the background, putting the focus on its product brands, various international consumer goods companies are taking a different route. Historically, Nestlé has actively communicated its corporate brand towards consumers by using its name on products as diverse as bottled water, breakfast cereals, baby foods and confectionery. In 2001, Henkel also opted for a comparable strategy in which the corporate brand is perceived to be “the face to all its stakeholders”. The corporate brand should be a central communications instrument as well as a visible expression of the strategic positioning and identity of the company. Unilever recently announced the plan to put “signature corporate branding” on its product brand advertising. The company believes that this will help to improve consumer perception of trust in the portfolio of everyday brands. The corporate brand endorses the company’s product brands (e.g., Keller 1993, p. 11).