Purpose – This study seeks to empirically examine cultural alignment with new corporate brand values in the rebranding aftermath. Design/methodology/approach – Focuses on a case study of a firm that recently underwent a corporate rebranding campaign. Analysis is based on data collected...

It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which employees can be directed or encouraged to “live the brand” is an area which...