Corporate Branding

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Corporate branding ( branded house, umbrella branding, brand strategy, branding ) describes the construction and use of brands to profile companies and thus contribute to increasing the company's value.

Successful corporate branding is typically based on the correspondence between the strategic goals of top management ( the Strategic Vision ), the knowledge and attitudes of employees ( organizational culture ), as well as the views of external stakeholders of the company compared to ( the image of the company ). Missing or poor tuning of these three factors is each other often an indicator of below-average corporate branding services. This form of analysis is also called Corporate Brand Vision -Culture - Image ( VCI) model. ( Hatch & Schulz, 2008)

The so-called "value- creative communication " links these three parameters to make an attractive corporate brand arise.

Increasingly, however, discovered the management of the corporate branding approach not only as communication but as a corporate management approach. Above all, the approach of the so-called " holistic branding " has expanded the the actor theory borrowed from corporate identity approach of business administration to cultural studies and psychological theories and allows for a holistic approach of the company to the company's soul ( corporate brand ).