as the practiced behavior of executives or managers, strives for fundamental change in the interests of the company's future viability. With this goal, it wants to initiate the redesign and transformation of the company and drive it forward consistently, taking into account all elements of the organization (strategy, culture, processes, structure, leadership, information and communication, performance and results). However, leadership can only develop on a broad level where a suitable corporate culture exists or is created. Is leadership a synonym for leadership or management? This does not do justice to the meaning of the term. If one differentiates between management and leadership, one can say: - Management is working in the organizational system - Leadership is working on the organizational system. At no time can companies get by without managers who know how to organize perfectly. In phases of change, however, a leader is needed who can weld people together and swear them in a new direction. Leadership can stimulate people in the organization to have a vision of the future and create a sense of solidarity across all levels of the hierarchy. Leadership can be learned; that is why companies should develop their talents in a targeted manner and with a long-term perspective. In context: Leadership branding is intended to strengthen the company brand as a brand strategy-oriented behavior and thus ensure the company's success. It is therefore an instrument of strategic corporate management and is intended to ensure that the management, senior management and all other executives behave credibly and authentically in line with the company's goals and become internal and external brand ambassadors.

See also: Leadership skills; Corporate governance; Management systems; Corporate culture; Corporate mission statement; Corporate objectives; Employer branding Reference to QET guidelines: T01 Guidelines; T02 CI; Q01 Leadership skills; Q11 Branding
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