1st Edition

Revealing the Corporation Perspectives on Identity, Image, Reputation, Corporate Branding and Corporate Level Marketing

Edited By John Balmer, Stephen Greyser Copyright 2003
    384 Pages
    by Routledge

    384 Pages
    by Routledge

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    As the concepts of corporate identity, communication, image and branding have caught the imagination of scholars and managers, new ways of conceptualizing organizations have arisen. This volume captures the quintessence of the corporation and its many inner and outer manifestations.

    Edited by pioneers of the field, Revealing the Corporation presents a new paradigm which draws the key readings together for the first time. Pedagogical features include expert analysis and commentary; an integrative, extended case study; discussion questions; further reading and also a companion website with extra resources such as lecture slides and an instructor's guide: http://cw.routledge.com/textbooks/041528421X/.

    This augmented anthology affords a new way of comprehending organizations, drawing on a range of disciplinary perspectives. Now a classic text, the book is essential reading for students, researchers and managers interested in corporate reputation, branding and marketing.

    Section 1: Revealing the corporation: an integrative framework

    1. Managing the multiple identities of the corporation (John M. T. Balmer & Stephen A. Greyser)

    Section 2: Identity: the quintessence of an organization

    2. Corporate identity: the myth and the reality (Wally Olins)

    3. Make the most of your corporate identity (Walter Margulies)

    4. Organizational identity (Stuar t Albert & David Whetten)

    5.  The effect of organizational structure on corporate identity management (Helen Stuart)

    6.  Corporate identity and corporate communications (John M. T. Balmer  Edmund R. Gray)

    Section 3: Corporate communications: a dimension of corporate meaning

    7. Corporate void (David Bernstein)

    8. The management of corporate communication (Cees B. M. Van Riel)

    Section 4: Corporate image and reputation: the other realities

    9. Sharper focus for the corporate image (Pierre Martineau)

    10. Image and Substance (James Grunig)

    11. The reputational landscape (Charles J. Fombrun & Cees B. M. Van Riel

    12. Advancing and enhancing corporate reputation (Stephen A. Greyser)

    Section 5: The corporate brand: an organization’s covenant

    13. Brand-building in the 1990s (Stephen King)

    14. The impact of corporate marketing on a company’s brand extensions (Kevin Lane Keller & David A. Aaker)

    15. The three virtues and seven deadly sins of corporate brand management (John M. T. Balmer)

    Section 6: Case Study

    16. Bank one – “the uncommon partnership” (Peter L. Phillips & Stephen A. Greyser)

    Epilogue: beyond the age of innocence (John M. T. Balmer & Stephen A. Greyser)


    'Professor John M.T. Balmer Professor Balmer holds the Chair of Corporate Identity at Bradford School of Management. He has published numerous journal articles, which have appeared in California Management Review, Long Range Planning, International Studies of Management and Organizations, European Journal of Marketing among others. He has given seminars at a number of business schools including those at Harvard, Oxford, Copenhagen, Stockholm, Rotterdam and Waikato. He has served as a special adviser on corporate identity to the BBC, WPP Group, Mercedes Benz, Highland and Island Enterprise. Currently, he is head of the Marketing Department at Bradford School of Management. The schools full-time MBA students take his MBA corporate identity elective as part of the Executive MBA programmes of the BBC, and Emirates Airways etc. He is currently involved in a major international study on the monarchy as a corporate brand along with scholars from Harvard and Lund (Sweden). The study led to

    'Essential reading for all companies seeking to develop a more effective strategic identity in the marketplace.' - Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

    “This 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’.”- John A. Quelch, Senior Associate Dean, International Development, Harvard Business School, USA