This book challenges current beliefs about organizational identity, reputation, and branding. It contains a wealth of new ideas for finding the elusive answers to questions troubling contemporary organizations, such as: How does an organization create a strong reputation? What are the implications of corporate branding on organizational structures and processes? and How do organizations discover their identities?

• Chapter 1: Introduction: Why the Expressive Organization?


• Part I: Rethinking Identity


• Chapter 2: Scaling the Tower of Babel: Relational Differences between Identity, Image, and Culture in Organizations


• Chapter 3: Organizational Identity as Moral Philosophy: Competitive Implications for Diversified Corporations


• Part II: The Symbolic Marketplace


• Chapter 4: How Brands are Taking over the Corporation


• Chapter 5: Markets and Meanings: Re-imagining Organizational Life


• Part III: Reputation and Strategy


• Chapter 6: The Road to Transparency: Reputation Management at Royal Dutch/Shell


• Chapter 7: Distorted Images and Reputation Repair


• Part IV: Organizations as Brands


• Chapter 8: Building and Managing Corporate Brand Equity


• Chapter 9: Building the Unique Organization Value Proposition


• Part V: The Value of Storytelling


• Chapter 10: Corporate Communication Orchestrated by a Sustainable Corporate Story


• Chapter 11: Planning and Communicating Using Stories


• Chapter 12: Managing the Corporate Story


• Chapter 13: Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value Creation


• Part VI: Communicating Organizations


• Chapter 13: Valuing Expressive Organizations: Intellectual Capital and the Visualization of Value Creation


• Chapter 14: The Communication Advantage: A Constituency-Focused Approach to Formulating and Implementing Strategy


• Chapter 15: Self-Absorption and Self-Seduction in the Corporate Identity Game


• Chapter 16: Identity Lost or Identity Found? Celebration and Lamentation over the Postmodern View of Identity in Social Sciences and Fiction

Majken Schultz is a Professor at the Department of Intercultural Communication and Management at Copenhagen Business School. Her research interests are located at the interface between organization theory, strategy, and communication studies and include identity and image, corporate branding, and reputation management.
Mary Jo Hatch is Professor of Organization Theory at Cranfield School of Management. She specializes in the application of culture-based organization theories to the study of leadership and management and to organizational identity and corporate branding. She is European editor of the Journal of Management Inquiry.
Mogens Holten Larsen is Managing Director of Bergsøe 4 A/S - a Danish communication consultancy specializing in integrated communications. For the last twenty years he has worked with a wide range of major Danish and international companies representing almost all types of communication issues on all types of markets: AstraZeneca, Renault, Danish Railways, Maersk and Superfoss among others.