Revealing the Corporation
Revealing the Corporation
“Managing and communicating about corporate brands, building corporate identity, and protecting corporate reputation are vital issues in the boardrooms of entities global and local, large and small, corporate and non-profit. Revealing the Corporation treats the highly salient realm of corporate branding, identity, image, and reputation. Balmer and Greyser explain the roots of the territory, gather decades of wisdom about it, and interpret its significance and applicability for those who seek to understand and practice effectively in this complicated field. The book speaks cogently to scholars, teachers, and executives. Scholars will be helped by the substantial commentary on individual articles and the extensive references. Teachers will find the chapter introductions and discussion questions useful. Those in practice – in corporations, communication firms, and brand consultancies – will benefit from the volume’s orientation to their perspectives. All readers will welcome the breadth of the anthology, the module essays that analyze the multidimensional character of the field, and the future-oriented insights into what the authors call ‘corporate-level marketing’.” Professor John A. Quelch Senior Associate Dean, International Development, Harvard Business School Former Dean, London Business School
As the concepts of corporate identity, communication, image, and branding have caught the imagination of both scholars and managers, new ways of conceptualizing organizations have arisen. This international and multidisciplinary collection of works captures the quintessence of the corporation and its many inner and outer manifestations. Both editors are pioneers of the field, and in this work they present a new approach to the subject area. Drawing on their wide experience, Balmer and Greyser have assembled a portfolio of readings from those who practice, study, and research the areas in question, selecting illuminating pieces that stem from the
“Managing and communicating about corporate brands, building corporate identity, and protecting corporate reputation are vital issues in the boardrooms of entities global and local, large and small, corporate and non-profit. Revealing the Corporation treats the highly salient realm of corporate branding, identity, image, and reputation. Balmer and Greyser explain the roots of the territory, gather decades of wisdom about it, and interpret its significance and applicability for those who seek to understand and practice effectively in this complicated field. The book speaks cogently to scholars, teachers, and executives. Scholars will be helped by the substantial commentary on individual articles and the extensive references. Teachers will find the chapter introductions and discussion questions useful. Those in practice – in corporations, communication firms, and brand consultancies – will benefit from the volume’s orientation to their perspectives. All readers will welcome the breadth of the anthology, the module essays that analyze the multidimensional character of the field, and the future-oriented insights into what the authors call ‘corporate-level marketing’.” Professor John A. Quelch Senior Associate Dean, International Development, Harvard Business School Former Dean, London Business School
As the concepts of corporate identity, communication, image, and branding have caught the imagination of both scholars and managers, new ways of conceptualizing organizations have arisen. This international and multidisciplinary collection of works captures the quintessence of the corporation and its many inner and outer manifestations. Both editors are pioneers of the field, and in this work they present a new approach to the subject area. Drawing on their wide experience, Balmer and Greyser have assembled a portfolio of readings from those who practice, study, and research the areas in question, selecting illuminating pieces that stem from the
References: Note This article is based on unpublished papers delivered by the author at a Confederation of British Industry Seminar on Corporate Branding on 24 February, 2000 and at the 7th International Corporate Identity Symposium held on 9 and 10 November, 2000 Design Management Institute Case Study, 2001 “ F L O U G R A N T C O U L D only see me now!” Mason Adams said as he stepped onto the rooftop of the 24-story Columbus Center, the headquarters of Banc One Corporation