Corporate Branding and Corporate Reputation

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    Abstract

    Corporate branding has been seen as developing in “waves”. This chapter explores the links between corporate branding and corporate reputation as they emerge in the context of three waves of corporate branding. It highlights the way in which the two constructs have related to each other through organizational culture and identity, and how, although characterized by parallel developments, new ideas and models from a “third” wave of corporate branding challenge prevailing assumptions of corporate reputation particularly in terms of the assumptions that reputations emerge from authentic and transparent expressions of corporate brand identity. The chapter introduces notions that reputations, like corporate brands, may be considered as co-constructed by stakeholders, formed through multiple meanings and the subject of stakeholder negotiation, and discusses such ideas in the context of a future research agenda for corporate brands and corporate communication.
    Original languageEnglish
    Title of host publicationThe Handbook of Communication and Corporate Reputation
    EditorsCraig E. Carroll
    Place of PublicationChichester
    PublisherWiley
    Publication date2013
    Pages446-459
    Chapter36
    ISBN (Print)9780470670989
    DOIs
    Publication statusPublished - 2013

    Cite this

    Karmark, E. (2013). Corporate Branding and Corporate Reputation. In C. E. Carroll (Ed.), The Handbook of Communication and Corporate Reputation (pp. 446-459). Wiley. https://doi.org/10.1002/9781118335529.ch36