Abstract:

While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand. This presentation introduces a perception-oriented measurement approach and reviews an instrument allowing better understanding of background factors of corporate brand strengths. Based on this cause analysis, the presenters show how to develop a promising positioning strategy for the corporate brand. As management of the corporate brand is largely based on communication activities, an evaluation approach linking the communication mix to the positioning of the corporate brand and its strength is introduced.