Corporate Branding

This section will cover my (revised) MBA thesis Corporate Branding. Corporate branding is a subject that personally intrigues me as a marketer, due to its scientific deepening and pragmatic character combined with a management triangulation with angles from organizational strategy, business development and marketing strategy.

For me,corporate branding means; strategic corporate orientation, harmonization and communication between the firm and its external environment, to create, build and maintain the right set of brand associations.
In the playing field of business administration, corporate branding fits within the sub-area of marketing management and communication strategy. For that reason corporate branding should be one of the strategic objectives of the marketing strategy plan of international organizations.

I would like to share my knowledge and experience with you. Publication of my original master piece is unfortunately not appropriate due to its confidential character. Nonetheless I have been able to rewrite and summarize my thesis into this online White Paper without any consensus of the theory and that is what all is about (it saves you also 160 additional pages covering emperical research, data gathering and analyses).

Have fun reading!

"I read your paper, and I liked how you structured. Thank you for sending me all this wonderful information. I looked at the stuff, it is really great. You have developed a very detailed system based on all the important concepts in the industry. What I also liked that you quoted my publications and that you developed some nice graphs from the concepts of the Kotler/Pfoertsch B2B Brand management book..."

Prof. Dr. Waldemar Pfoertsch
International Business and Business Marketing / Branding
Pforzheim University Business School

Books published: