This site has been developed to give a specific explanation as to exactly what a Company brand contains. This site makes up part of the Brand sites. For an explanation of Brands, explore this page.
The Brands Scheme ©
Company Brand Explained
Firstly we have to turn our attention to a specific and unique aspect of a Company brand. This unique aspect is that an independent organisation can operate as a Company brand and it can also lead other Company brands. Exclusively, the only brand that can be in charge of an organisations Company brand is another Company brand. Another, less important aspect, of a Company brand is that it often only has an office function.
The organisation that a Company brand leads is registered as a "holding" or "limited" company. Often it is the limited companies, that are placed beneath the Company brand. These companies offer their own products and/or services, and also the limited company makes use of its own Company brand.
The organisation of the Company brand then contributes to the image of a product or service. The product or service can have it's own Brand, which stands by itself, (Service brand or Product brand).
The Company brand always remains central to the organisation and represents the integrity of all the brands which are led by that organisation.
The organisation that is a Company brand does not necessarily need to profile itself, as long as it represents its Product brands or Service brands.