The recognition absorbed by a corporate brand is huge. That’s why its steps can influence millions of customers. For instance, a social campaign run by an international restaurant chain will have a far better impact than a local yet trending eatery. The reason behind such a huge difference doesn’t only depend on the social media activation but also the outdoor advertising. Do you the marketing advantages of a corporate brand?
A corporate brand may have several sub-brands under it. However, these sub-brands will always contain an undertone that goes well with the brand identity of the main corporate brand. Ideally, this ‘undertone’ should not deviate from the vision, values, personality, and positioning of the main brand.
When a corporate brand runs a campaign, it could be immensely cost effective. For example, a social campaign run by P&G would also positively highlight its sub-brands. Rather than spending separately on them, the governing brand takes the lead. Due to such a high competition, more the budget of the company the better. But, still the owners are always in look out for money-saving strategies. That is when the corporate brand comes and its single campaigning builds the image of the accompanying sub-brands as well.
Thus, if you have a future roadmap that also aims to create multiple sub-brands, the image-building of the main brand should be well-thought and well-researched.