In corporate branding, corporations can have either monolithic, branded,, or endorsed identities, How are they different? why do companies sometimes choose the monolithic type? Use the Unilever case study to illustrate your answer.
Chapter 5 Question 2
A corporate branding that applies one brand name to all products is called a monolithic identity, that represents one single coherent brand image. It simplifies marketing, builds strong brand recognition, and is cost-efficient. A branded identity applies different brands to different products, establishing targeted marketing and providing the advantage of minimized risks in case one brand fails. An endorsed identity blends the two paradigms; individual brands are distinct, but clearly endorsed by the parent company to build trust.
Traditionally, Unilever employed branded identity, with single brands-Dove and Axe-issued separately. Over time, however, the company has applied a monolithic approach with which its corporate identity has been integrated into product brands to further communicate its values in sustainability and social responsibility. It is where credibility, loyalty, and alignment of all brands to one single corporate purpose turn Unilever not into a product-based company but a responsible corporate entity by building greater value on its overall brand equity.