This paper examines the relationships between product and corporate brands with a view to clarifying the role and function of corporate branding in the context of different brand architectures. Through the prism of rebranding decisions, brand architecture is analysed as an evolutionary strategy decision. Two broad strategies are identified: an integration strategy which seeks to achieve image alignment between corporate and product brands; and a separation strategy which seeks to shape different images for different stakeholders. Implementing these strategies within the context of the brand architecture, we introduce the concept of `ascending and descending brand extension', which leverages the strong image of the corporate brand to enhance the image and credibility of the product brand and vice versa. Based on this analysis, we propose three types of corporate branding strategy within the brand architecture framework: the `trade name', which is a basic identity over a house of brands; the `business brand', which is consciously nurtured and is aimed primarily at stakeholders other than consumers; and, finally, the `holistic corporate brand' is a fully developed corporate brand, extending across all target audiences.
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