The performance of your company is now scrutinized, compared, and questioned much more than before. The mobile phone is always at hand. Brands serve as waypoints, providing orientation across all areas and industries. However, only a strong brand makes the purchasing decision easy for customers. Strength arises from identity. In Lothar Keite's book, learn how to adjust your corporate identity in eight steps, strengthen your brand, and anchor it in the minds of customers. Find the balance between necessity, feasibility, and authenticity.

Contents:

• Successful brand positioning in the digital world
• The three pillars of corporate identity
• Understanding and meeting customer expectations
• Risks of digitalization: hacking attacks, data and idea theft, social media backlash, and more.

Supplementary materials with practical examples, checklists, templates, process plans, interviews on corporate identity management, and much more.

New in the 2nd edition:

• Corporate identity and AI
• The topic of "purpose"
• LinkedIn for the B2B sector
• Adjustment of personnel development

The digital and free supplement to your book: access to supplementary materials and content, read the e-book directly online in your browser, personal library with your books.