Just as nature abhors a vacuum, companies hate missing an opportunity to leverage their assets. It is an instinct that has led many to consider whether they can get more out of their own names – in other words, to create corporate brands in addition to their product brands.

The question is particularly relevant for companies in the consumer-goods sector, which typically market their wares under a variety of different names – such as Unilever’s Dove soap, Procter & Gamble’s Crest toothpaste or Nestlé’s Nescafe coffee.