Article1994

Corporate reputations : strategies for developing the corporate brand

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Corporate Identity and Reputation Public Relations and Crisis Communication Organizational Strategy and Culture

Abstract

Explains how to measure, shape and refine a corporation's image and reputation. The approach described in this text includes analysis of corporate identity, brand images, corporate strategies and organizational structure. Case studies are used throughout to demonstrate successful practice.

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Cited by

1998Corporate Identity 2011The Role of CSR in the Corporate Identity of Banking Service Providers 2008Colour and meaning in corporate logos: An empirical study 1997Corporate identity: the concept, its measurement and management 2000Practitioner perceptions of corporate reputation: an empirical investigation 1999Corporate identity and corporate communications: the antidote to merger madness 2011B2B service brand identity: Scale development and validation 2009Reputation gaps and the performance of service organizations

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