Towards an integrated approach to corporate branding – an empirical study

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.

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