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Towards an integrated approach to corporate branding – an empirical study

Sabine Einwiller (Sabine Einwiller is based at the Institute for Media and Communications Management (MCM) at the University of St Gallen, St Gallen, Switzerland.)
Markus Will (Markus Will is a Communication Management Consultant, based in Switzerland and also at the University of St Gallen, St Gallen, Switzerland.)

Corporate Communications: An International Journal

ISSN: 1356-3289

Article publication date: 1 June 2002

9514

Abstract

Based on the findings of an empirical study among communication executives in 11 multinational companies we propose an increasingly integrated approach to corporate branding. Key aspects which support our claim are the growing importance of the financial community, the augmenting skills shortage driving competition for current and future employees, and the enhanced transparency of corporate activities being greatly supported by the particular characteristics of the Internet. In order to achieve greater integration and eventually a favourable reputation we propose an organisational model combining centralisation and team organisation which particularly aims to support integration across the various functions responsible for stakeholder relations.

Keywords

Citation

Einwiller, S. and Will, M. (2002), "Towards an integrated approach to corporate branding – an empirical study", Corporate Communications: An International Journal, Vol. 7 No. 2, pp. 100-109. https://doi.org/10.1108/13563280210426160

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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