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Today, many markets are overpopulated with both large and small companies and overexposed with marketing messages.

By the way, don’t confuse corporate branding with corporate identity—two are completely different things. Corporate identity involves a company’s logo and design strategy only. It is merely a component of an overall brand strategy.

Successful corporate branding is all about establishing a long-term vision for a company and crafting the company’s operations to meet that objective. Some companies that do this well include Microsoft, Intel, Singapore Airlines, Disney, CNN, Samsung, Google and Mercedes-Benz.

A strong corporate brand can also set the tone for further development of a company; such is the case with Proctor & Gamble (P&G). Under it’s corporate name, P&G markets many different brands—a fact that P&G has built its corporate brand on by promoting a sincere commitment to and respect for individual purposes, visions and values throughout every level of the company’s products and culture.

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