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Corporate reputation and branding is one of the greatest paradoxes of today business world. Although hardly few managers question the importance of corporate reputation and branding as an intangible corporate asset , many of them offer much more attention to other aspects of running
the business. As there is much controversy over whether managers should concentrate on corporate branding and reputation, authors attempt to explain why the two interrelated concepts are the important factors influencing competitiveness of the organization. Authors claim that need for strong
corporate brand and reputation is the natural consequence of changes in environment of the organizations. The paper presents what major environmental changes have occurred over the period of past decades and indicates why organizations should focus on corporate branding. The authors argue
that corporate brand and reputation should become the central elements in strategy building and present how they create value to stakeholders.
The International Journal of Management Cases (IJMC) developed in 2002 from its predecessor The Journal of Management Cases, and present case studies across a broad range of management disciplines. The IJMC is the official journal of the CIRCLE Research Centre. CIRCLE (Centre for International Research Consumers, Locations and their Environments) is a virtual research group spreading over 70 universities.