More and more companies attach great importance to building a strong corporate brand. Internationally active companies usually invest significantly in marketing in their home country to establish a clear and positive corporate image among target audiences. However, in other countries where the company operates, the development and maintenance of the corporate brand is often neglected. Based on a theoretically derived integrated model, Judith Giersch examines, through two international empirical studies, the effects of corporate brand management that directly impact customers and employees, thereby indirectly influencing the company's value. Considering cross-country measurement invariance, the author demonstrates that the effectiveness of a corporate brand strategy is significantly influenced by cultural and country-specific factors. Therefore, internationally active companies face the question of whether to adapt their corporate brand strategy to the specific characteristics of each country or to accept a different effectiveness.