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Chapter 10 Creating a fit-for-purpose future 375
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ABB 195
Acer 50
AC
3
ID framework 95–9
Action(s), organizational 25–7, 82, 83, 106–11
Age Concern North Tyneside 104–5
Ageing populations 6
Agilent Technologies 93, 111, 215
Agreeableness 101, 102, 103
Airlines, see British Airways; Southwest Airlines
America, see USA
Apple, as celebrity brand 22–3
Associations, as component of brand equity 53
AT&T, acquisition and re-branding of NCR
Corporation 3–5
Autobiography, organizational 21, 65, 106
Awareness, as component of brand equity 53
BA (British Airways), changing identities 97–9
Balanced scorecard 43
‘Banco (South)’ 192–4, 205–6, 213

employee branding 116, 281–5
employer branding 277–88
global vs local 338–41
interpretations of 53–8
mistakes 9
monolithic 19
research 53–60
roles of 54–6
Brands
American 2
business success and 47–8
celebrity brands 22–3
definition 47
driving business success 8–11
house of brands 19, 62
as intangible assets 10–11
reputation 57–8, 74
social value of 50–2
super-brands 22, 74–5
top ten 11
value of 48–9
see also Brand equity; Brand identity;
Branding
Brandwashing 27
British Airways (BA), changing identities 97–9
British American Tobacco (BAT) 52
British Army, talent management in 287–8
Business partnering 183, 184, 344
Business success, reputation and brands driving
8–11

China
brand building 50
joint ventures 67, 172
shortage of graduates 273
Collectivist societies 237–8
Commitment 116, 144–6
affective 140, 144, 146
attitudinal 144
to career 201
continuance 145, 145–6
Global Employee Commitment Report 201–2
high commitment management 174–5
measuring and managing 135–6
normative 145
to the organization 144–6, 147, 201
Communication(s)
change through 267–72, 361–2
corporate, see Corporate communications
management communication 266
marketing communication 266
organizational 266
strategy as 265
Competence 101–2
Competitive advantage, sources of 203, 206–7
Confidence, as outcome of reputation 75
Conformance to standards of behaviour 8
Consumers
classification 355–7
declining levels of confidence 8–9
purchasing decisions 13

stakeholder theory 312, 314–15
stewardship theory 312, 314–15
see also Governance
Corporate identity 17
and corporate social responsibility 317–18
Corporate image 17, 20–3
Corporate interests, encroachment of 9–10
Corporate reputation(s) 6–7, 17, 64–5
definition 70–1
in times of crisis 64–5
Corporate social responsibility (CSR) 8, 12,
50–2, 296–7
business case for 319–21
case for 318–19
and corporate identity 317–18
criticisms of 322–9
GE 310–11
measurement 321–2, 328–9
triple bottom line (3BL) 321–2, 328
Corporate strategy
inside-out perspective 302–5
outside-in approach 302, 309
378 Index