Facets of Corporate Identity, Communication and Reputation

ISBN-13: 9780415405287 / Angielski / Miękka / 2008 / 238 str.

T Melewar

Opis

Corporate branding and communication is big business. This book aims to bring clarity and a different theoretical insight to this growing area of study. It is suitable for students of marketing, communications and international business.

Spis treści

 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

O autorze

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