... to stakeholders’ criteria for judging companies, and calls for a reappraisal of companies’ brand and reputation management. As well as being a threat to companies’ reputation and prosperity, CSR also represents an opportunity, as a potential basis for renewed trust between business and its stakeholders...

... of culture, to understand the expectations and perception of these culture groups, to foresee when and how these groups will clash, and to plan strategies for dealing with the impact. © MCB UP Limited 2000 Culture Globalisation Communication Brand Journal of Communication Management Volume 4...

...James Harkness Branding is becoming increasingly recognised as crucial to business success. A brand is a promise of the goods and service a customer will receive from an organisation. If the organisation is to succeed, everyone working for the company must live and breathe the brand values...

... in the summer of 1996 by SRU, on behalf of Shell International, and also to SRU's experience of consumer attitudes to the matter of corporate ethos and values as expressed in their brands. © MCB UP Limited 1998 Stakeholder Brand Values Shell Corporate citizenship Journal of Communication...