Terry Tyrrell, Co-Founder The Brand Union, explain to us the key points of a Corporative Brand. The company is a global brand composed of about 500 people around the world. Brand Union is a wholly owned subsidiary of the WPP.  

He identifies four main components that conform a brand: corporative identity, values, personality and behaviour. Besides, Tyrrell thinks that there are just three kind of brands: 

• Consumer Brands
• Corporate Brands
• Company Brands