Davies & Miles' Elements of corporate reputation
From Wikireedia
Strategy as Ethos and Corporate Character notions bring strategy into close contact with marketing concepts like branding and image. However, it is important to recognise that while branding is an increasingly important strategic consideration, an effective corporate character must reflect a consistency between the external face and internal reality of an organisation.
Character must reflect consistency between external face and internal reality
- Personality what the company is
- Identity What the company says it is
- Image What the stakeholders think it is
See also: Strategy and Practice 2 - Corporate Character