Branding and Corporate Identity 

Consumers have relatively few points of contacts with the infrastructure supporting classical product line of brands, yet stakeholders have numerous points of contact with corporate brands.

For information about corporate identity

There are different types of brands, often two or three marketed by the same manufacturer into the same market for different purposes. Premium brands are usually top of the line, the flagship of that manufacturer in that market. Fighting brands are used to specifically outsell another brand.

There are also different methods of branding. For instance, corporate branding is when a company will put its name along logo onto a product directly. (For instance, Microsoft Reader) When Dove released not only soap, but lotion, moisturizers, and shampoo, that is what?s called family branding. Family branding is also a method of working your way into parallel markets. For instance, if Dove were to move into Dental Care products, they could use the name reputation, and image they earned in the bath supply market to move right in. There are endless methods: Brand licensing (a company letting another company use it?s name for a fee.) or whatever else.