Monitoring Public Perception & Corporate Branding

The topic of this book is monitoring public perception for successful corporate branding. By writing this book the authors hope to stimulate in young professionals a better understanding of the perception of an organisation by public groups. Knowledge of public groups is a key competence of communication experts. Within organisations much attention goes to internal processes. Communication experts should promote more attention for the social environment. It is called 'outside in' thinking. The main themes in this publication are corporate branding, reputation, image and identity. Theory will be discussed and examples are given. The authors also present monitoring methodes that can be put into practice.