Leveraging the corporate brand

A corporate brand, which is based on the characteristics of the firm as well as its products, can play a critical role in a company's brand portfolio. It can help differentiate the firm, support internal brand building, facilitate brand management, build credibility, and provide a vehicle for communicating with and maintaining support among broad external constituencies. However, defining and successfully managing the corporate brand requires the firm to address a number of challenges, including maintaining its relevance to the company's strategy, demonstrating its benefits to consumers, and avoiding negative associations or controversies.