Corporate merchandise differs in its role from that of the majority of promotional products which are primarily used in mass marketing campaigns. Representing the premium end of the sector, corporate merchandise tends to be distributed on a more carefully selected, targeted basis and in significantly smaller numbers.

Often defined as high class promotional items, corporate merchandise is multi functional.

Businesses large and small regularly turn to corporate merchandise when they want to show appreciation to loyal customers, thanking them for their business to date and encouraging the development of positive long-term relationships. In addition, promotional corporate merchandise is used to impress potential new clients, enhance the company or brand image, and for spreading goodwill.

Internally, corporate merchandise lends itself perfectly to increasing productivity levels and job satisfaction amongst employees by making them feel valued in the knowledge that their efforts have been publicly recognised by senior management. In return for a relatively small outlay on a quality gift, a business or organisation will therefore reap significant returns on its investment through happier and more motivated staff.

Corporate merchandise also makes an ideal gift for marking company events or for celebrating corporate milestones such as a company anniversary.

As with most things, corporate merchandise has had to evolve over the years to keep with the times. The more traditional items such as designer pens, silver plated business card holders, clocks and watches, jewellery, paperweights and travel bags have now been joined by a range of more contemporary corporate merchandise items like executive engraved USB flash drives and branded clothing.