ABSTRACT
In the last chapter we saw how a company’s name may be used as a brand, or as a source or endorser within its branding strategy. In this chapter we look at the company itself as a ‘brand’, not as the name of a product. There is a vast literature on corporate and organizational identity and imagery, and we look into this area along with reputation. However, our primary concern is with the role IMC plays in these areas and the development and nurturing of a company as a brand, just as we were concerned with the role of IMC in building and sustaining product brands in the last chapter.
