Corporate Religion Concept (CRC)

Jesper Kunde's Corporate Religion Concept considers the essence of (corporate) branding, and argues - in line with personality theories of Alfred Adler - that the more harmony there is between the market's view of a company and the company's view of itself, the stronger its personality will be.

Corporate Religion Concept (CRC)

Jesper Kunde

The Corporate Religion Concept considers the essence of (corporate) branding. It is based on the personality theories of Alfred Adler, in which personality has three basic dimensions:

  1. The you as others see you;

  2. The you as you see yourself;

  3. The you as you would like to be seen.

According to Adler, the more these three views harmonize, the stronger one's personality becomes. The CRC assumes that this theory also applies to corporate brands: the more harmony there is between the market's view of a company and the company's view of itself, the stronger its...

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