Unternehmensmarke

Eine Unternehmensmarke (engl. Corporate Brand) ist die Gesamtheit des Unternehmens in ihrer Wirkung als Marke.[1]:22–23

Dabei steht Corporate Branding für die Entwicklung einer Unternehmensmarke, das Corporate Brand Management für die nachgelagerte Markenführung und Weiterentwicklung der Unternehmensmarke. Corporate Brand Equity steht hingegen für den, schwer messbaren, Markenwert der Unternehmensmarke.[2]:19–21

Corporate Brand Management wird vielfach mit Begriffen wie Corporate Identity, Unternehmenskommunikation, Corporate Image unscharf und teilweise synonym verwendet. Grundlegend wird unter Corporate Brand Management der überlagernde Ansatz verstanden, der verschiedene Konzepte aufgreift und für das strategische Management zusammenführt um die Führung der Unternehmensmarke zu ermöglichen.[3]:18

Die Unternehmensmarke unterscheidet sich von der Einzelmarke bzw. der Dachmarke (welche mehrere Einzelmarken kombiniert) vor allem durch den Adressaten. Die Adressaten der Unternehmensmarke sind Finanzwirtschaft, Zulieferer, Medienunternehmen, Politik, Nichtregierungsorganisationen und Verbraucherorganisationen sowie die Mitarbeiter. Einzelmarken hingegen haben den Verbraucher sowie Groß- und Einzelhandel als Adressaten. Somit sorgen Dach- und Einzelmarken für das Produktbild, die Unternehmensmarke sorgt hingegen für das Unternehmensbild. Unabhängig ob Einzelmarken- oder Mehrmarkenstrategie, die drei Ebenen müssen thematisch ineinander greifen, um ein konsistentes Gesamtbild zu erhalten. Die drei Markenebenen können unterschiedliche (z. B. Unternehmensmarke: Beiersdorf AG, Dachmarke: Nivea, Einzelmarke: Nivea Creme) oder die gleiche Bezeichnung (z. B. Miele) haben.[4]:46–48

Die Unternehmensmarke ist eine Weiterentwicklung des Konzepts der Corporate Identity.[5] Seit der Jahrtausendwende hat die Unternehmensmarke parallel zur Corporate Social Responsibility an Bedeutung gewonnen.[4]

Einzelnachweise

  1. ↑ Kai Thürbach (2012) Die Unternehmensmarke in den Geschäftsbeziehungen von Medienunternehmen - Eine Untersuchung am Beispiel von Film- und Fernsehproduktionsunternehmen, Springer-Verlag, 2012, ISBN 9783834966094 [1]
  2. ↑ Verena Rode: Corporate Branding von Gründungsunternehmen: Der erfolgreiche Aufbau der Unternehmensmarke, Springer-Verlag, 2013, ISBN 9783322818102 [2]
  3. ↑ Joachim Kernstock, Franz-Rudolf Esch, Torsten Tomczak, Tobias Langner, Jörn Redler (2014) Corporate Brand Management: Marken als Anker strategischer Führung von Unternehmen, Springer-Verlag, 2014, ISBN 3834938629 [3]
  4. ↑ a b Christian Duncker (2012) Sind Unternehmensmarken automatisch Dachmarken? in: Absatzwirtschaft Heft 6/2012, [4]
  5. ↑ Cornelia Geißler (2004) Was ist Corporate Branding? in: Harvard Business Manager Heft 5/2004 [5]

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