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Look around any super market or department store, and you'll find a virtual "Thunder Dome" of competition for your attention. From cereal boxes to perfume bottles, the packaging and branding are strictly targeted to appeal to a specific demographic. This is the fundamental difference between branding and corporate identity. Corporate identities need to project the big picture of a company's overall image, but branding focuses on one specific product, service and target audience. Branding is developed from a sales strategy, by identifying who wants your product or service and why they want it. This may sometimes cause a need to brand and advertise the same product, in different ways.