This paper argues that for organizations with a branded identity structure investing in corporate reputation is not a waste of scarce resources, but a wise strategic investment that earns significant present and future economic and non-economic returns for a company. In the global market of the...

Corporate identity, which has been in the middle of interest of practice for almost 40 years, is still a very important instrument in the field of Marketing and Management despite the currently unfavourable economic situation. Although consumers are checking prices the further the more, brand...

This paper argues that for organizations with a branded identity structure investing in corporate reputation is not a waste of scarce resources, but a wise strategic investment that earns significant present and future economic and non-economic returns for a company. In the global market of the...