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Figure I:
Framework for Corporate Branding
Source:
(
The ICFAI Journal of Brand Management Vol-V, No 1, pp.24)
1.1.2 Corporate Reputation
Argenti, (1998); Balmer and Grayzer, (2003) define reputation as the combination of
identity and corporate brand that the organization is responsible of but the image results from
the stakeholders and customers and their view so the organization doesn’t control it. But to be
reputed the organization must manage between all these facts to proceed.
Several combined factors play a role to build for an organization its reputation, its image and
its identity and performance. Scholars relate the corporate reputation with other variables such
as “commercial performance employee and customer satisfaction”.
Corporate reputation is the commitment of the organization toward its customers, employees,
overall its stakeholders and the reputation explains the performance of the organization, it is
the image of an organization through years and it is integrated on its identity and programs.
Corporate reputation is when stakeholders behave toward an organization as
employees’ retention customer commitment. Top management sees corporate reputation as a
valuable asset. It attracts good staff, retains customers and encourages the investment.
VISION
CORPORATE
BRANDING
Culture
Image