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...

The study deals with the concept of a dual-branding strategy by investigating the market awareness of two brands: the Roundup herbicide, DEKALB seed products and biotechnology traits and Montana SA. 281 respondents completed a tailor-made questionnaire. Descriptive statistics and a Varimax...

Концепция корпоративной идентичности приобретает все большую популярность в системе финансово-кредитного обслуживания, что объясняется весомой зависимостью...

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...

Corporate Design is the most visible Instrument of the Corporate Identity. Besides it Corporate Identity affects the Corporate Image also with the Corporate Communication and with the Corporate Behavior. Despite of its Name, delimit it to Usage in the Commerce Sphere, the Corporate Design is...

Organisational artefacts are materials, buildings, symbols, names, images, logos, catchwords that make sense to all the stakeholders of an organisation; they therefore have meanings and do not just exist. Artefacts demonstrate the culture, norms and values of those who are in the organisation as...

Most of modern identities emerge from mediated interactions in public and virtual spaces. There are no acknowledged authorities to watch over organizational identities and grant them legitimacy. These identities are renegotiated in real and virtual communities, often carry a permanent label...

Es wird eine betriebswirtschaftliche Theorie der Unternehmung skizziert, die ueber die Voraussetzungen verfuegt, ethische Fragestellungen und Probleme in systematischer Form zu integrieren. Dazu wird, ausgehend vom Stakeholderansatz, das betriebswirtschaftliche Kernkonzept der Kundenintegration...

Purpose – The purpose of this paper is to examine the effect of name changes on the value of UK companies. Previous research in the USA suggests that there is little effect associated with a name change, except for a small sample of Dot Com companies. Design/methodology/approach – This study...