In this article, van Riel’s theory of common starting points is applied to an organisation in order to further our understanding of the way in which multiplicity may be managed within the corporate identity mix. The article begins by outlining the challenges that postmodern theory has posed...

Corporate co‐branding is analysed within the context of a case study of the sponsorship relationship between adidas and the New Zealand Rugby Union. The study indicates that corporate brands may develop co‐branding relationships in order to redefine brand identity, discursively reposition...

1. Identify the problems : social media and public relations -- 2. "Don't do anything stupid" : social media affordances, policies, and governance agendas -- 3. Create yourself : corporate identity for interconnected publics -- 4. Speak the truth : transparency, power/knowledge, and authenticity...

Purpose – The purpose of this paper is to investigate how manufacturers' brands benefit retailers and how these benefits affect retailer evaluations of the brand. Design/methodology/approach – The researchers develop a conceptual framework, from a literature review and qualitative...