Corporate anthem
A corporate anthem is the anthem of a company .
It should serve the corporate identity and the motivation of the employees. The company presents itself in the anthem or conveys its visions.
Corporate anthems are particularly common in the United States . In Germany, the underlying approach tends to cause astonishment, amusement or ridicule . The Kaufland chain belonging to the Schwarz Group can be seen as a pioneer on the German market . The author of the unofficial company anthem, which is played several times a day in the department stores, is an executive of the Kaufland company; Text excerpt:
“A smile is worth more than you think.
A smile is gold that you give away.
A smile is cheap, does not cost any money,
and still conquers the customer world. "
The involuntary comedy of this example makes it clear why the acceptance of company anthems in Germany is limited.
The advertising music in commercials , which is intended to advertise products and target potential consumers, must be distinguished from the company anthem.
The corporate anthem in Japanese companies
In Japan, three symbols represent a salaryman's loyalty to their company:
- the corporate charter that is recited in the morning
- the company anthem that is sung at company parties
- the company coat of arms, which is worn on the lapel
See also
literature
- Rudi Maier, "A heart needs blood, just like we our customers ..." Company anthems and company songs from a cultural studies perspective (PDF; 196 kB) , in: Gerrit Herlyn et al. (Ed.): Arbeit und nicht-Arbeit. Delimitation and limitation of areas of life and practices , 2009, ISBN 978-3-86618-308-7 , pp. 117-139
Web links
- Press article about company anthems: Handelsblatt, September 19, 2008 ; Zeit Online, July 2, 2009 ; Spiegel Online, December 26, 2009
- Sample productions of company anthems and motivational songs
- Collection of IT company anthems at ZDNet
- "Henkel" corporate song "We together" (various language versions)
- Company anthems, company songs and corporate anthems