One approach to building corporate brands is to internally and externally align the components of the corporate brand. Using one or more organisations as examples evaluate the appropriateness of this approach and draw comparisons with other views of how to build corporate brands. Within your discussion you may consider: The importance of Corporate Brands The traditional models associated with corporate reputation. Approaches that focus on corporate culture and the employees The role of stakeholders in building the corporate brand How stakeholder engagement may be used to build the corporate brand
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