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Definition: Institutional Promotion
Institutional promotion is the promotion of the organisation as a whole- its ethics, values, goodwill, its sense of social responsibility, in an effort to improve the brand recognition and increase its public relationship appeal. It is considered generally as a form of advertising.
When a consumer trusts and believes in an organisation, more than a brand, then any product or brand launched by the company can leverage the equity developed by the good will of the organisation in itself.
For example, TATAs are known for their honesty and integrity and civic sense and they leverage this name to induce trust in consumers in all their products ranging from tea to steel. Any promotional activity they do that boosts this image will be considered as institutional promotion.
Another example can be of Unilever and its Help a child reach 5 campaign. It is a marketing approach designed to increase the good will of Lifebuoy as a brand and Unilever as a company by showcasing its civic duty towards the population of India.
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