Company branding is the naming of the company and the product as a mark of quality.  To get an accurate picture of this, think of Colgate or Crest.  These are simple toothpaste companies but with iconic names, so that one can form an instant picture of what the product is.  This is the brand name of the product and of the company.  This is one of the most important aspects to successful business marketing and to successful product marketing.  A brand name that does not convey trust and quality is not likely to get either from the customer.

Company branding is the most important aspect of one's advertising plan.  An inappropriate brand name is likely to confuse or concern the customers, causing a loss of purchases.  The difference between success and failure can be in the name.  A name can convey a lot of information in a very short structure, making it a very important tool for advertising.  Often a name alone can sell a product or deter customers.

Company branding, in addition to name recognition, should also be formed around a certain set of products, services or one great slogan. For smaller businesses that only offer certain products or services, company branding becomes all about that specific offering. Larger businesses, on the other hand, must often brand a slogan to attract the attention of the buyer due to the large number of products or services offered.

Often a picture is included in the company branding of a product or the company itself.  For example, the iconic Pillsbury Doughboy.  Though the name Pillsbury does not necessarily convey an image, the Doughboy does.  This Doughboy image is easy for people to relate to and is easy to connect to the product.  This makes this type of company branding very familiar and effective.  The same goes for the Green Giant of the Green Giant Canned Vegetables.  People understood and were endeared to this company brand and therefore purchased this brand over others.