ABSTRACT
Corporate branding, in contrast to classic product-oriented brand management, is a holistic approach involving many internal and external stakeholders. A corporate brand will never be developed and managed by a small number of managers, but will emerge through co-creation. The focus of co-creation research so far has been on external stakeholders such as customers or business partners. However, internal stakeholders responsible for the corporate brand, must also acquire a common language and understanding of the corporate brand. This common understanding is also the basis for the co-creation of the corporate brand. The article presents the B*Canvas 2.0, a practical tool developed in a design process with three dimensions (Brand Foundation, Brand Touchpoints and Brand Performance) and 14 elements for joint and holistic work on a corporate brand. Furthermore, the article presents four concrete use cases for the application of the B*Canvas 2.0: the description of the corporate brand Werkhaus, the evaluation of corporate brands through a brand audit, the development of a corporate brand using the example of start-up brands, and the teaching of corporate branding during a one-semester student project.
