Why leverage the corporate brand
The corporate brand is special because it explicitly and unambiguously represents an organization as well as a product. As a driver or endorser, it will have a host a characteristic and program that can help build the brand. It can help differentiate, create branded energizers, provide credibility, facilitate brand management, support internal brand-building, provide a basis for a relationship to augment that of the product brand, support communication to brand company constituencies, and provide the ultimate brand house.