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Erschienen in:

2012 | OriginalPaper | Buchkapitel

1. Leadership Branding – Worüber sprechen wir hier?

verfasst von : Christina Grubendorfer

Erschienen in: Leadership Branding

Verlag: Gabler Verlag

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Leadership Branding ist ein markenstrategisch fundierter Organisationsentwicklungsprozess mit dem Ziel, ein gemeinsames und unternehmensspezifisches Führungsverständnis zu entwickeln, das den Unternehmenserfolg fördert und die Unternehmensmarke stärkt.

LEA Leadership Equity Association, 2010 (wikipedia.de)

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Nächstes Kapitel Feinzeichnung des Leadership Branding – Abgrenzung und Einordnung

“Leadership branding does mean that the leader has a recognizable public persona. It implies that the leader’s public persona is intimately aligned with his or her authentic self, so that public communications feel effortless and sincere.”

“The problem in most companies is that the people out there in the company, who are supposed to perform numerous processes, internally as well as externally, including interaction with other stakeholders; such as customers, investors and suppliers, have only vague ideas of the company business strategy. Branding is a simple way to bridge this communication gap in a company.”

“The problem of leadership today is that there is usually a great divide between the corporate intentions and the corporate brand and individual leader personalities and personal brands.”

“In order to recreate the entrepreneurial spirit in the management team of a larger company it’s necessary to connect personal agendas of the members of the management team with the corporate issues of the company.”

“This is what our company stands for and this is what I stand for as one of the leaders of this company. As you can see, it’s linked together and proven by action”.

“The brand is actually almost always becoming the manifestation of the qualities of leadership of a company. But also the other way around, the brand could be there to help leaders to become those good, modern leaders that business life of today requires.”

“We define effective leadership for a firm by asking: What would customers want this firm to be known for? What do our leaders need to know, do and deliver to make that customer-desired identity happen?”

“What we mean by firm brand: How want this company their target customers to describe them.”

“All you have to do is to go to your best customer and you listen to them: What are the sort of things that you want this firm to be good in doing?”

“The definition of leadership should be tied to customer expectations.”

“Based on that external view we build a leadership model consistent with customer expectations.”

“How do you make it happen? You make a good distinct statement of what your leadership brand should be, your assess people against it, then you invest in it. And the investment is to say how we put money, budget, resources against building that leadership brand. That might include training.”

LEA Leadership Equity Association GmbH ist eine Unternehmensberatung für Führung und Marke.

Titel: Leadership Branding – Worüber sprechen wir hier?
verfasst von: Christina Grubendorfer
Verlag: Gabler Verlag
Buch: Leadership Branding
Print ISBN: 978-3-8349-2986-0

Electronic ISBN: 978-3-8349-3706-3

Copyright-Jahr: 2012
DOI: https://doi.org/10.1007/978-3-8349-3706-3_1