Corporate brand

The corporate brand is an image of a company in the mind of people: it is made up of visual impressions, values and stories that are associated with a brand name or logo.

Technically, a corporate brand is a unique identifier, symbol or name that identifies the company and its products and services, and distinguishes it from others.

A corporate brand is created through communication and perception. For a well-managed corporate brand, the brand positioning matches the perception of the brand. A strong corporate brand contributes to sustainable growth and higher profitability. This is realized, for example, through a stronger communication effect, higher implementation efficiency, an increase in brand preference – and the enforcement of a price premium.

A unique corporate brand can be registered as a word mark and as a figurative mark in regional and international trademark registers and thus protected against unauthorized use by third parties. Specific rules must be observed in order to develop a registrable trademark.