The Comparison of Product and Corporate Branding Strategy: a conceptual framework

Abstract

Brand has been a part of almost every company, especially a big one that exists nowadays. Managers need to carefully consider the customer and other stakeholder meanings associated with their branding efforts to make appropriate marketing decisions. Today in competitive world, brand is considered one of the strategic organizational assets. Management of this valuable asset need to strategic thinking and position it in the whole of organization. Therefore, organizations must decide about product or corporate branding. Submit of comparison table of differences between corporate and product branding strategy and conceptual model of branding strategy choice by multi business firms from developed economies entering to emerging or developing markets is the main participation of this paper. In the others sections of this paper, we address branding, product and corporate branding, synergies between product and corporate branding, similarities and differences between corporate and product branding, branding functions and branding strategy.