Facets of Corporate Identity, Communication and Reputation

by Tc Melewar (Editor)

Overview

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

Product Details

ISBN-13:	9781134136117
Publisher:	Taylor & Francis
Publication date:	04/10/2008
Sold by:	Barnes & Noble
Format:	eBook
Pages:	256
File size:	799 KB

About the Author

T. C. Melewar is Professor of Marketing and Strategy at Zurich University of Applied Sciences, Switzerland.

Table of Contents

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