What is a corporate brand?

It is a brand that results from the application of branding to the business world that uses it: Rather than representing business units as specific products or services, the corporate brand relates to the institution that sells it.

It is a company's own and distinctive brand and how it is defined in its corporate identity manual and the sum of all the resources employed to generate and transmit it (visual identity, verbal identity, marketing strategies, ...)

 
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