... areas. Findings The study identifies the following six key dimensions of CI in the UK industry: communication, visual identity, behavior, organizational culture, stakeholder management and founder value-based leadership. Research limitations/implications The focus on UK leading companies limits...

...: First, the framework for analysis is set by discussing the crucial role of interaction as a mean to develop a shared brand understanding and how leadership may successfully facilitate this internal brand building process in multicultural organizations. Second, we will present a “road map” to action...