Corporate Brand as Co-Driver a Framework for More Transparent Corporate Brand Leverage

As the corporate brand becomes linked to other brands and other entities, a coherent corporate brand architecture becomes a crucial component in a firm’s overall marketing strategy, as it provides a structure to leverage the corporate brand in different product market contexts. This paper discusses how a corporate brand can develop a more expansive brand architecture through imagetransfer to and from brands and other entities in the internal brand hierarchy and surrounding brand network.