Managing a company's brand leadership activities: framework and discussion
by Klaus-Peter Wiedmann
J. for International Business and Entrepreneurship Development (JIBED), Vol. 2, No. 2, 2004

Abstract: This article presents an integrated Concept of Corporate Identity and Corporate Branding (CIB). This CIB approach is understood as the third step in the development of an understanding and interpretation of Corporate Branding. The point of departure for this type of CIB Management is the critical examination of the corporate philosophy in order to ensure that branding assumes the right status within the company and aims in the right direction. Next, strong focus is placed on how to define an identity-oriented Corporate Branding Concept and the analyses necessary for achieving this objective. A multi-step approach for designing the 'CIB Profile' is expounded, which takes all relevant contact and identification points into account. This is done in order to consider the actual perceptions and expectations of all corporate stakeholders and the desired positioning of the brand. After explaining the basic ideas of the CIB Management approach, different examples of analyses and strategically relevant concepts of branding are outlined in order to demonstrate the heuristic power of a CIB Profiling.

Online publication date: Tue, 27-Sep-2005

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