Glossary

Telefon E-Mail Social Media
X
Telefon
Nuremberg:
Tel. +49 911 933 57 80

Vienna:
Tel. +43 1 890 2018
Social Media
Follow us:
YouTube Twitter Facebook
Instagram Xing LinkedIn
Image Source: ©fotovika - Fotolia.com

Brand-centered Corporate Management

Brand-centered corporate management is a strategic management model for managing a company like a brand. With brand-centered corporate management, a company can create identity, initiate change processes, and adapt its internal communication to correspond with the brand. It leads to reorganization of customer management and the product development processes – from the first brainstorming all the way to manufacturing.

Unlike product or service brands, corporate brands address not only target markets, but also the job market, sales market, capital market, and other target groups with different value drivers.

To do so, the corporate strategy is organized in terms of content and function into a unified system in keeping with the brand. The brand is the most important value-adding instrument, so it should be deeply rooted in the corporate strategy.

The responsibilities of brand-centered corporate management include reduction of excess: It compresses its values into a brand that is used from the inside out as a value and performance reservoir.

Google, Ikea, Apple, and Nike are brands that enjoy cult status with customers as well as employees. Their company-wide brand culture shapes the thoughts and actions of everyone in the organization. Employees identify with their brand and transport their enthusiasm outward, to the customer.

If a company wants to act along brand-centered lines, meaning place the brand strategy in the center of its activities, responsibility for brand management can only lie with management.

The BrandTrust Brand Glossary

A

B

C

D

E

F

G

I

L

M

N

O

P

S

T

U