What is institutional advertising?

What is institutional advertising?

Sometimes organisations aim at enhancing the image of the company. They focus more on the brand image than selling of the product. Such advertising covers all the products or services of the company under a single brand name. This is known as institutional advertising. Eg.WIPRO has been using 'applying thought' for all of its business , thereby promoting the company as well.Other companies which have been using institutional advertising include ' British Airways', 'Hyatt Group', ITC and so on.