Leadership branding

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Leadership branding is an organizational development process with the aim of making the management of a company brand-oriented. It is intended to ensure that managers behave authentically in line with the company's goals. This is based on the assumption that the profile of a brand can be transferred to the management culture in the company and provides managers with company-specific orientation and thus daily decision-making support.

The most important areas of impact of leadership branding should be the company's reputation, shareholder value , attractiveness as an employer and customer satisfaction . A leadership that matches the brand should particularly act as a stabilizer in crisis change processes.

According to Ulrich and Smallwood (2007), Walmart and FedEx are examples of US companies . Walmart is known for consistently low prices. Correspondingly, the managers at Wal-Mart are responsible for efficient cost management and punctual processing. FedEx stands for the willingness to ensure smooth logistics. The executives are responsible for meeting deadlines and for solving problems quickly.

literature

  • Bittelmeyer, A. (2010) We are the brand! Brand-oriented personnel development. In managerSeminare . Issue 148 July 2010
  • Gloger, A. (2012). Brands on two legs, leadership branding: outside hui, inside ugh - that doesn't work anymore. In managerSeminare . Issue 160 June 2011.
  • Grubendorfer, C. (2012). Leadership branding. How to make leadership effective and your company a strong brand. Springer Gabler, ISBN 978-3-8349-3706-3
  • Felicitas Morhart: Brand-Specific Leadership: On Its Effects and Trainability. Suedwestdeutscher Verlag für Hochschulschriften (electronic resource), Saarbrücken 2009, ISBN 978-3-8381-0466-9 .
  • Dave Ulrich, Norm Smallwood: Leadership Brand: Developing Customer-Focused Leaders to Drive Performance and Build Lasting Value. Harvard Business Review Press, 2007, ISBN 978-1422110300 .