Efnisyfirlit

• Cover
• Half Title
• Title Page
• Copyright Page
• Table of Contents
• List of figures
• Introduction
• 1 Corporate communication framework
• 1.1 The concept of corporate communication
• 1.2 Overview of corporate communication
• 1.3 Duality of organizations
• 1.4 Focus of corporate communication: identity, image and reputation
• 1.5 Corporate communication in organizations
• 2 Corporate identity
• 2.1 Understanding corporate identity
• 2.2 Goals and corporate identity
• 2.3 Managing corporate identity
• 2.4 The role of branch identity
• 2.5 Articulation of corporate identity
• 2.6 Communicating corporate identity
• 3 Corporate brand and branding
• 3.1 Definition of corporate brand
• 3.2 Purpose and consequences of corporate brands
• 3.3 Corporate branding
• 3.4 Identity and position of corporate brands
• 3.5 Company’s brand architecture
• 3.6 Organizational structure of corporate brands
• 3.7 Corporate rebranding
• 4 Employer branding
• 4.1 Corporate brand and employees
• 4.2 Employer branding
• 4.3 Internal branding programmes
• 4.4 Internal branding and organizational identity and culture
• 5 Ethical branding and corporate social responsibility
• 5.1 Ethical branding and its misuses
• 5.2 Understanding corporate social responsibility
• 5.3 Societal expectations as the foundation of corporate social responsibility
• 5.4 Implementation of corporate social responsibility
• 5.5 Communicating corporate social responsibility
• 5.6 Reporting corporate social responsibility
• 6 Stakeholder management and communications
• 6.1 Stakeholder paradigm
• 6.2 Public and public sphere
• 6.3 Categories of stakeholders
• 6.4 Distribution of power among stakeholders
• 6.5 Criteria for classification of stakeholders
• 6.6 Stakeholder management
• 6.7 Stakeholder behaviour
• 6.8 Communication with stakeholders
• 7 Storytelling and issue management in times of change and crises
• 7.1 Definition of corporate story
• 7.2 Framework and structure of the corporate story
• 7.3 Plurality of corporate stories and their role in times of organizational changes
• 7.4 Communication in crisis
• 8 Corporate communications
• 8.1 Purpose of corporate communications
• 8.2 Management as the company’s spokesperson
• 8.3 Company’s celebrity endorsers
• 8.4 Corporate visual identity (CVI)
• 8.5 Corporate and institutional advertising
• 8.6 Informal communications
• 9 Corporate associations: identity traits and corporate image
• 9.1 Corporate associations
• 9.2 Perception of a company
• 9.3 Identity traits
• 9.4 Corporate image
• 9.5 Measuring corporate image
• 9.6 Critiques of corporate image
• 9.7 Achieving desired corporate image
• 10 Corporate associations: reputation and trust
• 10.1 Corporate reputation
• 10.2 Dimensions of corporate reputation
• 10.3 Corporate reputation management
• 10.4 Perceived external prestige of a company
• 10.5 Consequences of corporate reputation
• 10.6 Forms and roles of trust
• 10.7 Definition of trust
• 10.8 Dimensions of trust
• 10.9 Consequences of bad reputation and mistrust
• 11 Organizational identification
• 11.1 Identification: main characteristics
• 11.2 Identifications in the work environment
• 11.3 Corporate and group identification of employees
• 11.4 Consumer identification
• 11.5 Brand communities
• 11.6 Effects of organizational identification
• 12 Organizational commitment and social acceptability
• 12.1 Influence of organizational identification on commitment
• 12.2 Understanding organizational commitment
• 12.3 Dimensions of commitment
• 12.4 Effects of commitment
• 12.5 Social acceptability
• Conclusion
• Author index
• Subject index