2 Theory of corporate branding

The objective of this chapter is to create a deeper understanding of corporate branding. This chapter explores what can be understood of a brand, branding, brand strategy, brand awareness, brand loyalty, brand equity, brand owners, and brand communication. Interdependencies of brand subjects will lead to models and vice versa, this makes it attractive for me to study the theory of corporate branding from different point of views. This chapter will reveal the theory from three angles;

• 2.1. Literature study
• 2.2. Case study
• 2.3. Interview with a brand manager