Within the context of this book, the corporate brand is just one level of the branding hierarchy. Use of the corporate brand is common within both classical consumer brand theory and the somewhat different perspective of branding in pharmaceuticals. The consumer argument is that corporate branding does make a difference, and to some extent every shopper knows that. The modern shopping world is increasingly made up of “grey” goods or fake goods whose origin is unknown; the establishment of trust as well as differentiation for the product brand is becoming more important within the consumer world. Market research shows that image, purchase intent, and sales revenue are closely related, but it is difficult to pin down exactly what part of that image the corporate brand can be credited with, as the interactions are numerous and separate. This leaves us with one thing that is easy to believe, and to quote J. Gregory from the Jout-nu1 of Brand Munugciirent:

Image has been shown to affect not only sales volume but also the price that customers will pay for the products and services offered. ’