Unternehmensmarkenstrategie (English shop)

Markenstrategischer Gestaltungsraum bei der Führung von Unternehmensmarken

Preview

Table of Contents, Datei (31 KB)
Extract, Datei (61 KB)

The term “corporate brand strategy” serves to describe a specific aspect of corporate brand management that deals with the brand-strategic decision on the use and reach of the corporate brand.

The management of corporate brands is gaining increasing importance in brand research and in practice, which is not only connected with the growing problem of differentiating product brands, but can also be attributed to the comparatively strong potential of the corporate brand for establishing a distinctive profile as a symbolic condensation of the corporate identity. Despite the specific potential contributions of the corporate brand, the extent to which corporate brands are used varies considerably. Fundamental decision rules for the brand-strategic use of the corporate brand are, however, lacking.

The present work seeks to contribute to the solution of this decision problem by examining the design options and implications of the brand strategy while taking into account the particular characteristics of the corporate brand. On the one hand, the specific brand-strategic design space for the corporate brand is opened up, and on the other hand an attempt is made to identify the relevant criteria for the decision on the use of the corporate brand. To this end, an empirical study surveyed experts from industry (brand managers, heads of corporate communications) on the corporate brand strategy decision.