Corporate Communications

The term "corporate communications" covers all communications activities aimed at improving the image and therefore the value of a company. Companies become corporate brands which have to be managed as such. In this way the idea of the brand is transferred to the corporate level. In this respect the corporate identity corresponds to the brand identity of products.

If the company has a (product) brand, the corporate brand can replace the product brand. A distinction between corporate communications and marketing communications is difficult in this case as the one discipline always interacts with the other. The best solution is strong organisational integration in terms of content.

In the case of companies with several brands, a clear distinction must be made between one umbrella brand concept (the company is the brand) or a multi-brand strategy (products are brands). With a multi-brand or product strategy corporate communications have to be limited to specific target groups. In most cases these are investors/shareholders and political opinion leaders and decision-makers (executives, banks, insurance companies, local environment etc.).

The consultants at KOOB see themselves as moderators and stimulators in the development of corporate identities and in the preparation of communications concepts to illustrate the desired corporate image. They use modern market research methods as well as personal talks with the management and company staff (workshops).