Lessons from Fattals Hotel Management Group : The transition from a branded to an endorsement corporate identity

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – During the past decade, many companies have realized that the formula for success involves not only increasing the firm's effectiveness, but also designing and developing its image among both internal and external stakeholders. This understanding has raised managers' awareness of the importance of developing and managing their corporate identity. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.