ABSTRACT
A corporate brand involves, in most instances, the conscious decision by senior management to distil, and make known, the attributes of the organization's identity in the form of a clearly defined branding proposition. The core of every corporate brand is an explicit commitment or promise that functions as a standard, based on which the organization or a group of organizations operates and interacts with internal and external stakeholders. A strong corporate brand functions as a focus of attention, interest and activity of stakeholders in their relationship with the corporation. Processes in connection with the formation and management of the corporate brand are called corporate branding. The competitive position of a company therefore relates to an attempt at creating and communicating the overall competitive advantage of the company in its markets. Corporate rebranding relates to the disjunction or change of the primary structure of the corporate brand and the process of formulating a new brand.
