In 1989 Wally Olins, one of the world's leading corporate identity designers, proposed a three-part identity framework that he used to describe how companies develop their corporate visual identity system (name, logotype and/or symbol, typography, color and slogan). In this paper we review this...

This doctoral research aims to investigate the reputation building process of companies and to examine the applicability of western-developed theories about the uses of corporate reputation in a non-western context. It is the first study that synthesises three theories (value creation, strategic...

The internet has been credited as an important advertising and direct marketing channel, which has the potential to revolutionise the branding of products and services. Yet, several studies have been forecasting the end of traditional brand management in today's e-markets. At the same time,...