When you don’t care who is at the helm of a company, you don’t care who its board of directors are, you don’t care who works there, but you care about their product, you’ve got a “Product Brand”.
Think Coke, Marlboro (nope, quit smoking 5 years ago), BMW, Starbucks.
When you are willing to buy a product regardless of how good it is when stacked against the competition, just because you love or trust the folks backing the product, you’ve got a “Corporate Brand”.
Think Google, Apple, Volkswagen, Apache.
When you buy a product for the sake of an individual – because s/he works at the company that makes the product, runs the company, or simply endorses the product (and you are fully aware that they are being paid for the endorsements, and you know that they may have never used the product themselves), but you still feel like you have to have this product just because you love or appreciate this individual so much, then you have the classic “Individual Brand”.
Think Michael Jordan, Al Pacino, Roy Williams, Stephen Pierce.
What kind of brand do you want to create? What kind of brand are you capable of creating?