Corporate branding and communication is big business. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. The investment must be working, but what is it being spent on, and how do these rebranding exercises work?
Including contributions from academics and practitioners, this important collection unravels the complexities of this growing field of study. The text is split into three coherent sections, focusing in turn on identity, communication and reputation. Case studies are used throughout the book to illustrate important issues, such as the basic principles of visual communication, the importance of reaching both internal and external stakeholders, and the challenges faced by companies working in multi-cultural environments.
This book brings clarity and new theoretical insights to an important aspect of modern business. It is an invaluable companion for all students, researchers and practitioners with an interest in marketing, communications and international business.
Contents: Part 1: Corporate Identity
1. Explicating relation between
identity and culture: a multi-perspective conceptual model
2. An epiphany of
three: corporate identity, corporate brand management, and corporate
marketing
3. Non-Traditional Expressions of organizational visual identity:
reaching consumers through alternative means
4. Illustrations of the internal
management of corporate identity Part 2: Corporate Communication
5. Corporate
Communication and corporate reputation: understanding how (best) practices
make a difference
6. How Specific Should Corporate Communication Be? The Role
of Advertising Language in Establishing a Corporate Reputation for CSR
7.
Corporate Communication: reputation in action
8. Employing effective
leadership in a crisis: a case study of Malden Mills, corporate reputation,
and the limits of socially responsible public relations Part 3: Corporate
Reputation
9. Projective corporate character in the branding of business
schools
10. Creating better corporate reputations: an Australian perspective
11. An Attitudinal measure of Corporate Reputation
12. Corporate Reputation
building: an Asian perspective
T. C. Melewar is Professor of Marketing and Strategy at Zurich University of Applied Sciences, Switzerland.
