"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.
The Expressive Organization - Linking Identity, Reputation and the Corporate Brand
RRP:
$323.00
Description
"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.
Successful branding and brand management are two of the most difficult challenges brand managers are facing, nowadays. In oder to create a brand which lives up to expectations, brand strategy, brand...
The book helps HR practitioners understand corporate-level concepts and their relevance to the key strategic agendas of organizations by drawing on a wide range of ideas from branding, marketing,...
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...
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