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  • Vincent Bissette


The term corporate branding describes the promotion of the brand name of a corporate or commercial business, not of its products or services. The work that goes into creating corporate branding differs from product and service branding in that the scale is normally significantly wider, being applied mainly to larger-scale businesses. While corporate branding is recognisably distinct from product or service branding, these separate means of branding can occur in tandem within a single corporation – in some instances they will complement and strengthen one another, increasing the overall effect. However, this isn’t always feasible or even desirab