Revealing the Corporation: Perspectives on Identity, Image, Reputation, Corporate Branding, and Corporate Level Marketing (Paperback)

by John Balmer (Author) "WE BEGIN THIS ANTHOLOGY with an article coauthored by the editors..." (more)
Key Phrases: corporate brand extension, corporate marketing activity, corporate identity structure, Bank One, New York, European Journal of Marketing (more...)

Editorial Reviews

Review

I commend this book as 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

Revealing the Corporation is way overdue. For the top executive and the practitioner alike, it provides real insight for guiding the development of a powerful corporate identity. The Balmer and Greyser framework provides a senior management-oriented, multidisciplinary approach for giving substance to the corporation for multiple stakeholders, not simply portraying it through logotype.
–James C. Fink, CEO, Worldwide Marketing Research, Opinion Research Corporation

Balmer and Greyser provide an essential pathway through the often-muddled landscape of trust, loyalty, reputation, consistency, clarity, image, perception, and identity. They have not only brought together an excellent collection of articles, but also offer thoughtful insights about the content, context, and contributions of the articles through their authors' essays.
–Earl Powell, President, Design Management Institute

I commend this book as 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

The book speaks cogently to scholars, teachers, and executives. All readers will welcome the breadth of the analogy, the module essays that analyze the multi-dimensional charater 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

This is an engaging and enjoyable text. It demonstrates a new way of thinking about the corporation and a new way of analysing the tasks and responsibilities of senior management. It is a masterpiece of its kind, which I commend to the business community, to academics and all who really care about corporate development.
–Lord Marshall of Knightsbridge, Chairman, British Airways Plc.

Product Description
An international and multidisciplinary collection of works capturing the quintessence of the corporation and its inner and outer manifestations. Drawing on their wide experience the editors have assembled a portfolio of works from those who practice, as well as those who study and research the area. These will be of interest to anyone studying, analyzing and managing an organization's identity, image, reputation and corporate brand.
The book draws on articles from leading journals in the field and includes important recent articles as well as classics, written by recognised masters of the genre, which still inform current debate and practice.
Key feature include:
*insightful commentary from the editors on each section
*discussion and study questions
*links to other works in the genre
This book is invaluable to both students and managers who are concerned with comprehending the dimensions of corporate meaning.

Product Details

• Paperback: 352 pages
• Publisher: Routledge (April 4, 2003)
• Language: English
• ISBN-10: 041528421X
• ISBN-13: 978-0415284219
• Product Dimensions: 9.5 x 6.8 x 0.8 inches
• Shipping Weight: 1.7 pounds (View shipping rates and policies)
• Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
• Amazon.com Sales Rank: #892,452 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars Excellent anthology with a good framework for corporate identity, March 25, 2008

By	Richard Maltsbarger "biz & consumer researcher" (NC) - See all my reviews (REAL NAME)

The editors of this book have provided a solid reference anthology for both the more experienced practitioner and a studying academic looking to familiarize with corporate identity, branding, reputation and communications. I found the editor's notes to be very helpful in guiding further readings and in judging whether it is necessary to read the specific articles to gather further information. I would recommend this book to professionals looking to further their study of the topics and to review as one of many literature references in beginning to drive corporate level identity research and strategy.