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Tables of Contents for Raising the Corporate Umbrella
Chapter/Section Title
Page #
Page Count
List of figures
xi
List of tables
xiv
Notes on contributors
xvi
Acknowledgements
xxii
Raising the corporate umbrella - the 21st-century need
1
22
Introduction
3
3
The contextual background
6
3
Raising the corporate umbrella
9
5
The 21st-century need
14
1
Overview and plan of the book: constituent elements decoded
14
6
Summary and conclusion
20
3
Talking heads: the CEO as spokesperson
23
20
Introduction and overview
24
2
The context of CEO communication
26
4
A constructive-dramaturgical theory and transformational leadership
30
7
Framing
37
2
Strategic ambiguity and common starting points
39
1
Conclusion
40
3
Balancing corporate branding policies in multi-business companies
43
19
Introduction and overview
45
1
SIDEC model
46
1
Strategy
47
3
Internal organization
50
1
Driving forces
50
3
Environment
53
3
Corporate branding strategy
56
3
Conclusion
59
3
Responsive and responsible communication practices: a pluralist perspective
62
20
Introduction
64
1
Integration, imperialism, and encroachment
65
1
Corporate evolution and integrated diversity
66
1
The politics of internal coalitions
67
2
A collective (corporate) managing system
69
3
Model-making, map-making, wiring diagrams, and departmentalization
72
2
The departmentalization of communication management
74
4
Conclusion
78
4
The role of integrated communication in the interactive age
82
33
Introduction
84
2
The contextual global environment
86
2
The movement of communication toward a global brand oriented approach
88
6
Integrated communication
94
11
The corporate brand perspective
95
2
Building brand identities
97
2
Creating corporate brand value
99
1
Surrounding stakeholders with corporate communication
100
2
Corporate image
102
2
Corporate identity
104
1
Global insight
105
1
Integrated marketing communication
106
4
Tactical coordination
109
1
Redefining the scope of marketing communication
109
1
Application of information technology
109
1
Financial and strategic integration
110
1
Contextual overview
110
1
Summary and conclusion
110
5
Corporate branding and advertising
115
34
Introduction and overview
117
3
Branding versus advertising
120
20
Stage one: branding from square one
124
4
Stage two: going to the next level
128
4
Stage three: extending the brand
132
3
Stage four: benchmarking best practices
135
4
Stage five: cohesiveness
139
1
Conclusion
140
1
Summary of brand-building success strategies
141
8
Global issues in branding, communication and corporate structure
149
26
Introduction and overview
150
2
The global challenge and some glimmers of hope
152
1
Genesis
153
2
Organizational structures
155
1
New globalism: fewer are better
156
2
Agencies as business partners
158
1
Creative alone is not enough
159
1
Unbundling
159
1
Globalization, marketing, creativity, and organizational structure
160
4
Overall issues in globalization, brand marketing, creativity, and organizational structure
164
2
Staffing
166
4
Consolidation of agencies: the trend
170
1
Summary and conclusions
171
4
Marketing public relations: where the twain shall meet
175
24
Introduction and overview
176
2
MPR in perspective
178
1
The interdependence of corporate brands and product brands
178
1
Brand reputation or reputation management?
179
2
An overview of MPR: what it is and can be
181
3
Writing an integrated marketing public relations plan
184
3
Building the corporate brand through event marketing
187
2
Creating an MPR program in the new interactive marketplace
189
1
Building a world brand interactively: Legoland
190
2
Building new product acceptance without an advertising campaign
192
1
Lucasfilms wins Star Wars in cyberspace
193
1
The third leg-accepting social responsibility
194
1
Social responsibility and the corporate brand
194
1
Other ways MPR impacts corporate public relations (CPR)
195
1
Summary and conclusion
195
4
Crisis communication management: protecting and enhancing corporate reputation and identity
199
45
Introduction and overview
200
12
Part I The Nature of Corporate Crisis and Management's Response
202
3
Part II Value and Belief Systems Affect Crisis Response
205
4
Part III The Dimensions of Crisis Response Strategy: Some Communication Strategies are Guaranteed to Perpetuate Trouble
209
3
Community versus corporate priorities: a powerful paradox
212
2
Applying the dimensions of crisis communication management response
214
19
The operations dimension
214
6
The victim management dimension
220
1
The trust and credibility dimension
220
4
The behavior dimension
224
1
The professional expectation dimension
224
1
The ethical dimension
224
4
The lessons-learned dimension
228
5
Decide quickly, act fast, use uncommon sense
233
3
Part IV Crisis Communications Standards and Principles
236
1
Standard-setting crisis communication protocols
236
1
Trust-busting behaviors and language to avoid
236
6
Summary and conclusions
242
2
Take-over and merger: the jaws mentality
244
31
Introduction
245
2
Issues of culture in mergers and acquisitions
247
5
Bridging cultural gaps
252
1
Communicating change
253
3
Communication management
256
5
The responsibility of the communication director
261
1
The M&A situations in which managed communication is vital
261
3
Summary of principles and lessons learned
264
4
Conclusion
268
7
The corporate entity and agency interaction
275
43
Introduction
278
1
The corporation
279
1
The adversarial relationships
279
7
The vulnerability factor
286
1
The agency additions
286
4
Seeking an agency's support
290
2
Being an effective client
292
3
Corporate and product brands
295
2
Developing successful corporate communications
297
9
Integrating the communication
306
2
Conclusion
308
10
Vision, values, intellectual property and assets
318
23
Introduction
320
1
The sum and substance of managing a corporate brand
321
2
The vision thing
323
2
Building a customer-centric vision
325
2
Moving from vision and mission to brand promises: the heart of the corporate brand
327
1
From internal vision to external value - the role of managers and employees
328
2
A critical quadrant - customers, shareholders and other stakeholders
330
3
From soft and squishy to hard and tangible
333
4
Summary and conclusion
337
4
Measuring the value of the corporate brand
341
32
Introduction
344
1
A basic managerial view of brand valuation
344
2
From feelings to financials
346
9
Financial measures of brand value or brand equity
355
3
Brand Finance brand valuation methodology
358
11
Summing up corporate brand value
369
1
Conclusive note
370
3
Closing and re-opening the corporate umbrella
373
25
Introduction
376
5
The closing corporate communication umbrella
381
7
Opening the new corporate umbrella
388
7
Summary and conclusion
395
3
References
398
10
Index
408