ABSTRACT
The literature on corporate identity is vast and knowledge on this particular theme is perhaps reaching maturity. The literature suggests that the corporate brand should be calibrated with the corporate identity. Corporate brands misalignments can represent painful moments, which not only can be injurious but, in extremis, ruinous. Thus, changes in the political, economic, ethical, social and technological environment can result in changes in strategy and these changes will shape the identity and, in certain aspects, mould the corporate brand in addition. To achieve success in different geographies and political jurisdictions, organizations need to build relationships with government agencies, communities and other organizations as well as build bridges with current and potential business partners. In business-to-business (B2B) markets, relationships are shaped by strategic partnerships between companies and a range of stakeholders, including suppliers, customers or research centres. This chapter aims to assess corporate reputation from the viewpoint of different stakeholder constituencies.
