Corporate Brand Communication

Abstract

Corporate brand communication represents a distinctive approach to corporate communication by focusing on the corporate brand. Adopting a total corporate communication perspective, corporate brand communication comprises, promissory, primary, secondary, tertiary, and quaternary communication. Increasingly, organizations focus on their corporate brand/s and, consequently, corporate brand-based communication is of heightened significance in communicating – as well as realizing - the corporate brand promise/covenant as experienced by customers and other stakeholders