Corporate Communications: An International Journal: Volume 7 Issue 2

Corporate branding in a banking environment

Anne Daffey, Russell Abratt

This study explores the concept and management of a corporate branding strategy in a large South African bank. The authors review the process that Absa Bank took in developing a…

Corporate branding in the retail sector: a pilot study

Mario Burghausen, Ying Fan

It can be argued that corporate branding is essentially a strategic task spanning across functional boundaries and internal and external spheres of the organisation. This paper…

Towards an integrated approach to corporate branding – an empirical study

Sabine Einwiller, Markus Will

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…

Event sponsorship in China

Ying Fan, Nico Pfitzenmaier

Promotional events or event marketing is currently at the infant stage in China, but holds great potential for the future. This is concluded from an Internet‐based survey. The…

Advertising in China: product branding and beyond

Wen‐Ling Liu

The increasing of the amount of advertising activities around the world has underscored the importance of understanding advertising effectiveness in international markets. In…

A content newspaper analysis of Dutch industry

Marion A. van Lunenburg

In what way do Dutch newspapers report about large Dutch enterprises and to what extent are differences in media coverage caused by business‐related variables and/or media related…

Managing Corporate Reputations

Richard J. Varey

Living the Brand

Nicholas Ind