The core issues that will be addressed in this course are: 

• The importance of corporate branding to a multiplicity of stakeholders (i.e. customer attractiveness, investor confidence and staff motivation).

• The corporate brand from four different main perspectives: Consumer, Communication, Organization and Strategy.

• Identification of the different academic perspectives on corporate branding and explanation of the differences in their underlying paradigms.

• How different perspectives on corporate branding can be applied in practice.

• Construction of an (ideal) integrated approach in corporate branding by integrating the marketing, communication and strategy perspective.

The following model will be central:

Organization Perspective


Consumer Perspective

Communication Perspective