Corporate branding usually refers the positioning of the product and services to consumer’s perception. It refers to the name and quality of product and services. In other words, it simply indicate to when a corporate company works on promoting their brand image rather than any products or services that they might sell.
In the Yale School of Management’s magazine “Qn,” John Hayes, Chief Marketing Officer of American Express was asked how to market a corporate brand, in this case, the global marketing of the American Express brand. Hayes explained in the interview that for his company, the brand means basically the same thing worldwide. Although the corporation does offer financial products such as gift cards, the major offerings of American Express are service-oriented. According to Hayes, his company’s global branding evokes a sense of trust and an expectation of high quality among consumers, a marketing concept attached to the corporate brand.