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Issues Management and Corporate Branding: Combining two Concepts to Enhance Corporate Reputation
| In: Roger Bennett (ed). New Challanges for Corporate and Marketing Communications. Proceedings of the Eighth International Conference on Corporate and Marketing Communications. London Metropolitan University April 7th and 8th 2003. |
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Keywords:
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Issues Management
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Corporate Branding
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Parent document:
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Text type:
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conference paper
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Language:
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English
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Quality:
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double-blind reviewed
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Authors:
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Einwiller, Sabine
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Prykop, Catja
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Ingenhoff, Diana
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| Abstract: |
In times of intense competition, increased media and public attention to ethical corporate action as well as a high degree of action potential from certain stakeholder groups, managing corporate reputation requires thorough and concerted efforts. We propose that the concept of issues management can greatly aid to meet critical challenges of corporate branding which has been defined as “a systematically planned and implemented process of creating and maintaining a favourable reputation of the company with its constituent elements” (van Riel 2001). Issues management can support corporate branding in two ways: Firstly, it allows for the focussed identification of issues that are of relevance to an organisation and its stakeholders, thus helping to achieve the desired corporate brand positioning. Secondly, a well implemented and accepted issues management system supports internal communication and coordination processes which are necessary for effective corporate branding.
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| Citation: |
Einwiller, Sabine, Prykop, Catja, Ingenhoff, Diana(2003): Issues Management and Corporate Branding: Combining two Concepts to Enhance Corporate Reputation, in:Roger Bennett (ed). New Challanges for Corporate and Marketing Communications. Proceedings of the Eighth International Conference on Corporate and Marketing Communications. London Metropolitan University April 7th and 8th 2003., http://www.communicationsmgt.org/modules/pub/view.php/communicationsmgt-32, [01/07/2009]
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