Building Corporate Identity, Image and Reputation in the Digital Era

Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

Table of Contents:
Part I: Introduction 1.Introduction: Building Corporate Identity, Image and Reputation in the Digital Era Part II: Building a Corporate Brand Identity 2.Corporate identity: Definition and Component 3.Managing Marketing Competencies: A framework for understanding antecedents of marketing capability and its relation to company’s core competencies 4.Reputation: Configuring the Symmetrical and Asymmetrical Paths to Architecture in a Retail Setting 5.Conceptualising Sensory Brand Experience: Using Review of Knowledge Fields and Bibliometric Data to Identify Potential Future Research Direction 6.Corporate brand identity: Virtual space 7.Aesthetic heritage and corporate branding: Luxury heritage brands between tradition and modernity Part III: Building a Corporate Brand Image 8.Corporate Multi-Channel Branding: Platforms for #CorporateBranding 9.Value co-creation behaviour: Antecedents and Consequences 10.An assessment of Customer Experience Concept: Looking Back to Move Forward 11.Employees occupational identity 12.Behavioral intentions in the UK fashion industry: The impact of perceived fashion innovativeness on fashion brand image with the moderating role of social media marketing and lovemark 13.Corporate brand image: Technology and innovation in e-tailing Part IV: Building a Corporate Brand Reputation 14.Take a New Turn: Relationships between corporate identity management and corporate reputation in a hospitality context 15.Islamic Brand Love 16.Societal corporate branding and political discourse: where brand ethics meets with consumers’ clicktivism 17.Brand Knowledge, Brand Community and Brand Engagement 18.Building and Sustaining Personal Brand: Examining the Effectiveness of Personal Branding in the Context of Education 19.How the digital environment and its user experience effects the customer’s perception of luxury brands and co-creation of Brand Value 20.Celebrity endorsement, theories, models, existing literature and corporate identity, image and reputation