Branding and Corporate Identity

Successful branding and brand management are two of
the most difficult challenges brand managers are
facing, nowadays. In oder to create a brand which
lives up to expectations, brand strategy, brand
identity, brand experience and brand protection have
to be well thought out and subsequently implemented
and monitored by brand mangeres. In this context
the development and integration of a corporate
identity is essential for successful branding. The
concept of corporate identity tries to create a
wholistic image of a company by using the fields of
corporate design, corporate communication and
corporate behaviour.

Autorentext
Studies of business administration at the universities of applied sciences in Rosenheim and Ingolstadt, Germany, with specialisation in the fields of marketing.

Klappentext
Successful branding and brand management are two of the most difficult challenges brand managers are facing, nowadays. In oder to create a brand which lives up to expectations, brand strategy, brand identity, brand experience and brand protection have to be well thought out and subsequently implemented and monitored by brand mangeres. In this context the development and integration of a corporate identity is essential for successful branding. The concept of corporate identity tries to create a wholistic image of a company by using the fields of corporate design, corporate communication and corporate behaviour.