Table of Contents

John M.T. Balmer and Stephen A. Greyser Prologue: "New Beginnings"

Foreword by Lord Marshall of Knightsbridge

Section One: Revealing The Corporation: An Integrative Framework
1. John M.T. Balmer and Stephen A. Greyser Managing the Multiple Identities of the Corporation

Section Two: Identity: The Quintessence of an Organization
2. Wally Olins Corporate Identity: the Myth and the Reality
3. Walter Margulies Make the Most of your Corporate Identity
4. Stuart Albert and David Whetten Organizational Identity
5. Helen Stuart The Effect of Organizational Structure on Corporate Identity Management
6. John M.T. Balmer and Edmund R. Gray Corporate Identity and Corporate Communications: Creating a Competitive Advantage

Section Three: Coporate Communications: A Dimension of Corporate Meaning
7. David Bernstein: Corporate Void
8. Cees B.M. Van Riel The Management of Corporate Communication

Section Four: Corporate Image and Reputation: the Other Realities
9. Pierre Martineau Sharper Focus for the Corporate Image
10. James Grunig Image and Substance: From Symbolic to Behavioral Relationships
11. Charles J. Fombrun and Cees B.M. Van Riel The Reputational Landscape
12. Stephen A Greyser Advancing and Enhancing Corporate Reputation

Section Five: The Corporate Brand: An Organization's Covenant
13. Stephen King Brand Building in the 1990s
14. Kevin Lane Keller and David A. Aaker The Impact of Corporate Marketing on a Company's Brand Extensions
15. John M.T. Balmer The Three Virtues and Seven Deadly Sins of Corporate Brand Management

Section Six: Case Study: Bank One - "The Uncommon Partnership"
16. Peter Phillips and Stephen A. Greyser Bank One: The Uncommon Partnership John M.T. Balmer and Stephen A. Greyser Epilogue: Beyond the Age of Innocence