Facets of Corporate Identity, Communication and Reputation
Price: $49.95
Add to Cart- ISBN: 978-0-415-40528-7
- Binding: Paperback (also available in Hardback)
- Published by: Routledge
- Publication Date: 9th April 2008
- Pages: 256
This title is available at our discretion as an Examination Copy to qualified adopters:
About the Book
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.
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
About the Author(s)
Professor T. C. Melewar is Professor of Marketing and Strategy at Brunel Business School, Brunel University, London. He teaches on a range of undergraduate, MBA, and executive courses with companies such as Nestlè, Safeway, Corus and Sony, and is a Visiting Professor at Groupe ECS Grenoble, France and Humboldt University, Berlin, Germany.
Professor Melewar is also the Joint Editor-in-Chief for the Journal of Brand Management, and on the Editorial Advisory Board for the Journal of Marketing Communications, Corporate Reputation Review, Marketing Intelligence and Planning, Corporate Communications: An International Journal and the Journal of Euro-Marketing.