ISBN-13: 9780198297789 / Angielski / Twarda / 2000 / 312 str.
"This book challenges current beliefs about organizational identity, reputation, and branding. It is written by leading business academics from both sides of the Atlantic drawn from the fields of strategy, organization theory, marketing, accounting, and communication. These authors propose answers to important questions troubling many contemporary organizations: How do organizations discover their identities? How do they use their identities to create strong reputations? How are identity and reputation linked to the corporate brand? How does corporate branding contribute to the creation of value? What are the implications of corporate branding for organizational structures and processes?"--BOOK JACKET.