Revealing the Corporation
“Managing and communicating about corporate brands, building corporate identity, and protecting corporate reputation are vital issues in the boardrooms of entities global and local, large and small, corporate and non-proﬁt. Revealing the Corporation treats the highly salient realm of corporate branding, identity, image, and reputation. Balmer and Greyser explain the roots of the territory, gather decades of wisdom about it, and interpret its signiﬁcance and applicability for those who seek to understand and practice effectively in this complicated ﬁeld. The book speaks cogently to scholars, teachers, and executives. Scholars will be helped by the substantial commentary on individual articles and the extensive references. Teachers will ﬁnd the chapter introductions and discussion questions useful. Those in practice – in corporations, communication ﬁrms, and brand consultancies – will beneﬁt from the volume’s orientation to their perspectives. All readers will welcome the breadth of the anthology, the module essays that analyze the multidimensional character of the ﬁeld, and the future-oriented insights into what the authors call ‘corporate-level marketing’.” Professor John A. Quelch Senior Associate Dean, International Development, Harvard Business School Former Dean, London Business School
As the concepts of corporate identity, communication, image, and branding have caught the imagination of both scholars and managers, new ways of conceptualizing organizations have arisen. This international and multidisciplinary collection of works captures the quintessence of the corporation and its many inner and outer manifestations. Both editors are pioneers of the ﬁeld, and in this work they present a new approach to the subject area. Drawing on their wide experience, Balmer and Greyser have assembled a portfolio of readings from those who practice, study, and research the areas in question, selecting illuminating pieces that stem from the 1950s to the present day to highlight both practitioner and scholarly perspectives. Features include:
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Editors’ analysis and commentary Original pieces Case study Discussion questions Further reading
The resulting work is an augmented anthology that affords a new way of comprehending organizations, drawing on a range of disciplinary perspectives. This is essential reading for anybody who is serious about understanding the many levels of corporate meaning. John M. T. Balmer holds the Chair of Corporate Identity at Bradford School of Management, UK, and is on the editorial board of several international journals. He has worked on identity projects for the BBC, Mercedes-Benz, and other organizations. He is a graduate of the Universities of Reading, Durham, and Strathclyde. Stephen A. Greyser is Richard P. Chapman Professor (Marketing/Communications) Emeritus at Harvard Business School, former Harvard Business Review Editorial Board Chairman, and past Executive Director of the Marketing Science Institute. He is a Fellow of the American Academy of Advertising, for career contributions to the ﬁeld. He is responsible for over 300 published case studies, numerous journal articles, and 15 books and monographs.
For online resources and a lecture guide please visit www.routledge.com/textbooks/041528421X
Revealing the Corporation
Perspectives on identity, image, reputation, corporate branding, and corporate-level marketing An anthology selected and interpreted by
John M. T. Balmer and Stephen A. Greyser
First published 2003 by Routledge 11 New Fetter Lane, London EC4P 4EE Simultaneously published in the USA and Canada by Routledge 29 West 35th Street, New York, NY 10001 Routledge is an imprint of the Taylor and Francis Group This edition published in the Taylor & Francis e-Library, 2003. © 2003 Selection and editorial matter, John M. T. Balmer and Stephen A. Greyser; individual chapters, their contributors (as speciﬁed in the acknowledgments...
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