The role of Corporate Communications in promoting a

To sustain long-term survival in today’s business environment, organisationsmust strive to break from the competitive clutter and become more visible bymaintaining a positive image and reputation. This requires a holisticunderstanding of the communication process from a corporate brandingperspective.This research investigated the role of corporate communications in promoting acoherent corporate brand image and reputation in Mauritius. Empirically, thisresearch is based on semi-structured, in-depth interviews with key executivesand external stakeholders such as communication consultants, investors andjournalists.The findings validated many of the theories proposed in literature and revealedhow corporate communications must be integrated and well managed to enabledifferentiation through the corporate brand. Since expert guidance is necessary, itis advocated that the corporate branding process be coordinated by both thechief executive and the communication director. Additional insights gained fromthis study have been proposed as a ‘de jure’ model