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Brand
A brand is a mark, symbol, logo, design, or other form of distinguishing feature that identifies a manufacturer’s product from other brands or generic versions of the same. However, although product brands are perhaps still the most recognizable branded offerings, brands can also be services, people, or places. A product and a brand are not the same thing. A brand is a combination of functional and psychological values. The product may satisfy the functional values necessary for the customer (i.e., a car that transports someone from A to B). The psychological benefits, such as a feeling of success or prestige, may make a consumer choose to drive a Mercedes, for example, despite the additional expense. One of the purposes of branding is to gain a ...
- Global and International Aspects of Corporate Reputation
- Legal, Moral, Ethical, and Social Issues
- Anonymity and Privacy
- At-Risk Populations
- Authenticity
- Character Assassination
- Complex Adaptive Systems
- Complexity Theory
- Conflict Management
- Corporate Apologies
- Corporate Communication Law
- Corporate Diplomacy
- Corporate Governance
- Corporate Political Activity
- Corporate Political Reputation
- Corporate Public Figures
- Corporate Social Irresponsibility
- Corporate Social Performance
- Corporate Social Responsibility
- Corporate Social Responsibility, Communication of
- Corporate Social Responsibility, Company-Sponsored Events
- Corruption
- Critical Theory
- Defamation
- Disclosure
- Distorted Images
- Engagement
- Ethical Business Practice
- Ethics of Reputation Management
- Ethos
- Expectancy Violations Theory
- Expectation Management
- Facework
- Feedback
- Financial Restatements
- First Amendment
- Guilt by Association
- Hypocrisy
- Image Repair Theory
- Impression Management Theory
- Justice
- Legal Sanctions
- Legitimacy
- Libel
- Litigation
- Mindful Learning
- Moments of Truth
- Naming and Shaming
- Organization Development
- Organizational and Corporate Image
- Organizational Character
- Organizational Deviance
- Organizational Dysfunction
- Organizational Effectiveness
- Organizational Health
- Organizational Integrity
- Organizational Learning
- Organizational Listening
- Organizational Renewal
- Organizational Trust
- Organizational Wrongdoing
- Organization-Public Relationships
- Paradoxes in Reputation Management
- Postcolonial Theory
- Postmodern Theory
- Product Recalls and Public Safety
- Public Esteem
- Publicity, Paradox of
- Rebranding
- Reciprocity
- Reputation Capital
- Reputation Crisis
- Reputation Gaps
- Reputation Management Problems
- Reputation Repair
- Reputation Risk
- Reputational Bliss
- Reputational Discounting
- Reputational Penalties
- Reputational Spillovers
- Resilience
- Revisionist History
- Rumor and Gossip
- Simulacra and Simulations
- Slander
- Social Accounting
- Social License to Operate
- Social Theory
- Source Credibility
- Spiral of Silence Theory
- Stereotypes
- Stigma
- Strategic Aspirations
- Strategic Inaction
- Strategic Silence
- Transparency
- United Nations Global Compact
- Valorization
- Value
- Whistleblowing
- Reputation and the Environment
- Activist Campaigns
- Big Fish in Little Ponds
- Branch Identity
- Brand Bully
- Brand Co-Creation Model
- Brandjacking
- Business Journalism
- Cause-Related Marketing
- Conformity and Differentiation
- Co-Orientation Theory
- Corporate Associations
- Corporate Communication Law
- Corporate Diplomacy
- Corporate Governance
- Corporate Political Activity
- Corporate Sponsorships
- Country-of-Origin Effects
- Credit Rating
- Credit Reporting
- Crisis
- Cross-Sector Partnerships
- Edelman Trust Barometer
- Environmental Performance
- Field Theory
- Financial Intermediaries
- Firm Celebrity
- First Amendment
- Guilt by Association
- Guru Theory
- Halo Effect
- Information Intermediaries
- Institutional Theory
- Issue Ownership Theory
- Issues Management
- Journalism
- Legacy Organizational Identity
- Markets
- Media
- Media Law
- Media Reputation
- Mediatization
- Message Design
- News Media
- Noise
- Organizational Deviance
- Partnerships and Alliances
- Political Positioning
- Public Opinion
- Public Sector Reputation
- Reciprocity
- Regulatory Agencies
- Reputation Capital
- Reputation Cascades
- Reputation Council
- Reputation Crisis
- Reputation Gaps
- Reputation Monitoring
- Reputation Rankings
- Reputation Renting
- Reputational Commons
- Reputational Criteria
- Reputational Dynamics
- Reputational Spillovers
- Reputational Stickiness
- Signal Theory
- Social Capital Theory
- Social Construction of Reality
- Social License to Operate
- Social Media
- Stakeholder Media
- Stakeholder Orientation
- Status
- Symbiotic Sustainability Model
- Systems Theory
- Third-Party Endorsements
- Thought Leadership
- United Nations Global Compact
- Velcro Effect
- Venture Capital Reputation
- VT4 Framework of Organizational Media Salience
- Whistleblowing
- Whuffie
- Reputation Contents and Dimensions
- Accreditation and Certification
- Alignment Between Identity and Reputation
- Brand
- Business History
- Capability Reputation
- Categories
- CEO Celebrity
- Codes of Conduct
- Corporate History
- Corporate Identity
- Corporate Political Reputation
- Corporate Social Performance
- Corporate Social Responsibility
- Environmental Performance
- Executive Leadership
- Expertise
- Familiarity
- Financial Performance
- Innovation
- Legacy Organizational Identity
- Legitimacy
- Multiple Reputations
- Names
- Organizational and Corporate Image
- Organizational Culture
- Organizational Demographics
- Organizational DNA
- Organizational Identity
- Organizational Performance
- Prestige
- Product Performance
- Prominence
- Public Esteem
- Ratings
- Reputation, Dimensions of
- Reputational Criteria
- Workplace Performance
- Research, Measurement, and Evaluation
- Benchmarking
- Best Practices
- Case Studies
- Content Analysis
- Edelman Trust Barometer
- Indicators of Reputation
- Network Analysis
- Neuroscience
- Objectives
- Polling
- Ratings
- Reputation Monitoring
- Reputation Rankings
- Research Methodology in Corporate Reputation
- Research Methods in Corporate Reputation
- Return on Investment
- Rhetorical Profiling
- Scales for Measuring Corporate Reputation
- Semantic Network Analysis
- Valorization
- Value
- Web Analytics
- Whuffie
- Strategy and Engagement
- Accountability
- Action and Performance
- Activist Campaigns
- Ad Hominem Argument
- Advertising
- Anonymity and Privacy
- Anticipatory Impression Management
- Apologia Theory
- At-Risk Populations
- Attitudes
- Audiences
- Authenticity
- Brand Communities
- Brand Journalism
- Brand Orientation
- Channels
- Coherence
- Collective Intentionality
- Commercial and Political Speech
- Communication Management
- Communication Strategy
- Conflict Management
- Conformity and Differentiation
- Constituents
- Corporate Advocacy
- Corporate Agenda Setting
- Corporate Apologies
- Corporate Communication
- Corporate Communication Axioms
- Corporate Communication Policies
- Corporate Public Figures
- Corporate Social Responsibility, Communication of
- Corporate Social Responsibility, Company-Sponsored Events
- Corporate Sponsorships
- Crisis Response Strategies
- Cross-Sector Partnerships
- Curation
- Disclosure
- Engagement
- Ethical Business Practice
- Ethics of Reputation Management
- Excellence Theory
- Executive Leadership
- Expectation Management
- Expertise
- Facework
- Feedback
- Firm Celebrity
- Integrated Marketing Communications
- Interpersonal Communication
- Issues Management
- Key Messages
- Leadership’s Role in Reputation
- Management, Corporate Reputation
- Marketing
- Meaning
- Media Relations
- Message Integrity
- Messages
- Mindful Learning
- Moments of Truth
- Naming and Shaming
- Nonmarket Strategy
- Objectives
- Organization Development
- Organizational Identification
- Organizational Integrity
- Organizational Learning
- Organizational Listening
- Organizational Performance
- Organizational Renewal
- Organization-Public Relationships
- Partnerships and Alliances
- Political Positioning
- Public Relations
- Publics
- Rebranding
- Reputation Change
- Reputation Change Management
- Reputation Continuity
- Reputation Council
- Reputation Formation
- Reputation Management
- Reputation Management, Role of Communication in
- Reputation Orientation
- Small- to Medium-Sized Enterprises
- Social Accounting
- Social Construction of Reality
- Source Credibility
- Spokesperson
- Stakeholders
- Startups, Corporate Reputation of
- Storytelling
- Strategic Alignment
- Strategic Aspirations
- Strategic Inaction
- Strategic Silence
- Strategy
- Third-Party Endorsements
- Thought Leadership
- Timing
- Transparency
- Use of Social Media in Crisis Situations
- Users
- Visual Identity
- Word of Mouth
- Theories
- Actor-Network Theory
- Agency Theory
- Agenda-Building Theory
- Agenda-Setting Theory
- Apologia Theory
- Attribution Theory
- Autocommunication Theory
- Balance Theory
- Brand Co-Creation Model
- Chaos Theory
- Co-Creation Theory
- Cognitive Dissonance
- Communicatively Constituted Organization Theory
- Complex Adaptive Systems
- Complexity Theory
- Co-Orientation Theory
- Critical Theory
- Elaboration Likelihood Model of Persuasion
- Excellence Theory
- Expectancy Violations Theory
- Field Theory
- Framing Theory
- Guru Theory
- Image Repair Theory
- Impression Management Theory
- Information Processing
- Institutional Theory
- Issue Ownership Theory
- Media Dependency Theory
- Media Effects Theory
- Message Design
- Network Theory
- Postcolonial Theory
- Postmodern Theory
- Reasoned Action Theory
- Resource-Based Theory of the Firm
- Rhetorical Theory
- Sensemaking Theory
- Signal Theory
- Simulacra and Simulations
- Situational Crisis Communication Theory
- Social Capital Theory
- Social Cognition Theory
- Social Exchange Theory
- Social Judgment Theory
- Social Theory
- Spiral of Silence Theory
- Stakeholder Theory
- Symbiotic Sustainability Model
- Systems Theory
- Theories of Corporate Reputation
- Theory of Planned Behavior
- Uncertainty Reduction Theory
- Upper Echelon Theory
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