Final answer:
Corporate branding is what a business creates when it leverages advertising and reputation to strengthen its brand identity. This effort includes employing a consistent promotional message across multiple platforms and establishing a reputation for quality to attract repeat customers.
Step-by-step explanation:
When a business uses a combination of controllable factors, such as synergistic advertising practices and reputation management, they are creating a corporate branding strategy. This involves the deliberate and sustained effort to establish and reinforce a company’s image or identity in the minds of consumers. Businesses employ various forms of product advertising and utilize large advertising budgets to promote a consistent message across different platforms, aiming to build a brand that has a good reputation and is easily recognizable.
Naomi Klein's work, No Logo, highlights the significant impact of corporate branding and its implications on society and consumerism. A key component of corporate branding is ensuring that the brand is associated with quality and dependability, leading to repeat customers and recommendations, which in turn drive the business's success. By establishing a strong brand, a business can often command higher prices and protect its market position against competition.