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Corporate, Employer Branding und Personalmarketing

In: Leadership

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  • Marc Helmold

Abstract

Zusammenfassung Eine Unternehmensmarke ist die Gesamtheit des Unternehmens in ihrer Wirkung als Marke und Brand. Dabei steht Corporate Branding (Corporate Brand Management) für die stetige Entwicklung dieser Unternehmensmarke, das Corporate Brand Management für die nachgelagerte Markenführung und Weiterentwicklung der Unternehmensmarke. Corporate Brand Management wird vielfach mit Begriffen wie Corporate Identity, Unternehmenskommunikation, Corporate Image unscharf und teilweise synonym verwendet.

Suggested Citation

  • Marc Helmold, 2022. "Corporate, Employer Branding und Personalmarketing," Springer Books, in: Leadership, chapter 0, pages 141-146, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-36364-2_12
    DOI: 10.1007/978-3-658-36364-2_12
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