Corporate brand

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A corporate brand (Engl. Corporate Brand ) is the totality of the company in its effect as a brand .

Corporate branding stands for the development of a company brand , while corporate brand management stands for the downstream brand management and further development of the company brand . Corporate brand equity , on the other hand, stands for the brand value of the corporate brand , which is difficult to measure .

Corporate Brand Management is often with terms such as corporate identity , corporate communications , corporate image used vague and sometimes used synonymously. Basically, corporate brand management is understood to be the overlapping approach that takes up various concepts and merges them for strategic management in order to enable the management of the corporate brand .

The corporate brand differs from the individual brand or the umbrella brand (which combines several individual brands) primarily through the addressee . The addressees of the corporate brand are the financial sector , suppliers , media companies , politics , non-governmental organizations and consumer organizations as well as the employees . Individual brands, on the other hand, are addressed to consumers as well as wholesalers and retailers . Thus, umbrella and individual brands ensure the product image, while the corporate brand provides the company image. Regardless of whether a single-brand or multi-brand strategy , the three levels must thematically intermesh in order to obtain a consistent overall picture. The three brand levels can have different (e.g. corporate brand : Beiersdorf AG , umbrella brand: Nivea , individual brand: Nivea Creme) or the same name (e.g. Miele ).

The corporate brand is a further development of the concept of corporate identity . Since the turn of the millennium, the corporate brand has gained in importance parallel to corporate social responsibility .

Individual evidence

  1. ↑ Kai Thürbach (2012) The corporate brand in the business relationships of media companies - An investigation using the example of film and television production companies , Springer-Verlag, 2012, ISBN 9783834966094 [1]
  2. ↑ Verena Rode: Corporate Branding of Founding Companies: The Successful Development of the Corporate Brand , Springer-Verlag, 2013, ISBN 9783322818102 [2]
  3. ↑ Joachim Kernstock, Franz-Rudolf Esch , Torsten Tomczak , Tobias Langner, Jörn Redler (2014) Corporate Brand Management: Brands as anchors for strategic management of companies , Springer-Verlag , 2014, ISBN 3834938629 [3]
  4. ↑ a b Christian Duncker (2012) Are corporate brands automatically umbrella brands? in: Sales Management Issue 6/2012, [4]
  5. ↑ Cornelia Geißler (2004) What is corporate branding? in: Harvard Business Manager Issue 5/2004 [5]