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A corporate branding strategy creates simplicity; it stands on top of the brand portfolio as the ultimate identifier of the corporation. P&G has notoriously been known for a multi-brand strategy, and yet again, the corporate brand P&G is still what encapsulates all activities by the company. Depending on the business strategy and the potential need for more than a one-brand architecture in the case of P&G, which markets many different brands under its umbrella, a corporate brand can very often assist the corporation and the management to focus in on the core vision and values. Once this overall platform has been established and implemented, it serves as a great stepping stone for revisiting any other brands in the corporations’ portfolio -- to have a new approach to and look at its various brand identities. This ultimately will lead to the final brand architecture of the corporation and set the strategy for how branding and brands will play an important role to achieve the corporate objectives.

Martin Roll is CEO of VentureRepublic, and advises several multinational corporations and growth-oriented local businesses on branding excellence across multiple industries in Asia and in Europe.