Introduction

Abstract

Much attention has been devoted recently to corporate brands, corporate images and corporate reputations, the focal point of serious managerial, academic, and consultancy concerns. Managers believe corporate brands are more important today than ever. According to a survey in Europe, Asia and North America, almost 90 percent of chief executive officers (CEOs) believe that a company’s reputation is somewhat more important today than it was five years ago, and two-thirds of them agree that it is much more important today (Hill & Knowlton, 2003). The same survey suggests that a company’s image is a priority for corporate executives today. Almost two-thirds of CEOs said they were taking personal responsibility for the protection and enhancement of corporate image. Very few placed responsibility on the board of directors (14%) or on corporate communication executives (12%).