For companies, corporate culture and employee identification are important because changes in these areas can impact corporate identity and potentially influence employee motivation. The design of corporate identity is considered a subtle integration requirement with high demands. It is one of the critical success factors of communication management and represents a differentiating competitive factor. Gregor Schönborn identifies control factors of corporate culture based on a sample of 47 companies. He gradually analyzes a hypothetical relationship between corporate culture and economic success. Additionally, Gregor Schönborn demonstrates model-like how corporate culture functions as an identity-forming construct in the practical topics of sustainability and employer branding.