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Summary
How do shareholders perceive the companies they invest in, the values they represent and the rational of their actions? Studies on the interface between identity, image and communication have failed to offer a comprehensive approach to this key concern. but this important book takes assesses the link between identity, image and communication, and how these can be best utilized in the process of coherent corporate brand management. This text presents contemporary scholarly and managerial thinking in the area of corporate identity, communication and reputation by leading experts from the US, Europe and Australia. It overviews the most up-to-date research-based and practical writings, and presents the issues in an accessible and comprehensive style. A unique and exciting contribution, Facets of Corporate Identity, Communication and Reputation will be vital reading for all those studying or practising corporate branding, marketing communication, reputation management, publicrelations and organizational behaviour.
Table of Contents
| List of illustrations | p. vii |
| Notes on contributors | p. ix |
| Acknowledgements | p. xiii |
| Corporate Identity | p. 1 |
| Explicating the relationship between identity and culture: a multi-perspective conceptual model | p. 3 |
| An epiphany of three: corporate identity, corporate brand management, and corporate marketing | p. 35 |
| Non-traditional expressions of organizational visual identity: reaching consumers through alternative means | p. 55 |
| Illustrations of the internal management of corporate identity | p. 66 |
| Corporate Communications | p. 81 |
| Corporate communications and corporate reputation: understanding how (best) practices make a difference | p. 83 |
| How specific should corporate communication be? The role of advertising language in establishing a corporate reputation for CSR | p. 96 |
| Corporate Communication: reputation in action | p. 121 |
| Employing effective leadership in a crisis: a case study of Malden Mills, corporate reputation, and the limits of socially responsible public relations | p. 141 |
| Corporate Reputation | p. 161 |
| Projecting corporate character in the branding of business schools | p. 163 |
| Creating better corporate reputations: an Australian perspective | p. 178 |
| An attitudinal measure of corporate reputation | p. 197 |
| Corporate reputation building: an Asian perspective | p. 211 |
| Index | p. 229 |
| Table of Contents provided by Ingram. All Rights Reserved. |
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