Unit 8: Alternative Forms of Corporate Brand This unit will help you to understand alternative forms of corporate brands and the future challenges of branding. In this unit we shall: Consider those brands that have succeeded in developing a positive all round reputation. Investigate other definitions of corporate brands e.g. celebrity brands, nation brands. Consider the crucial importance of authenticity for a brand. Discuss the importance of brand communities. On completion of this unit you will be able to: Critically evaluate what makes a successful brand. Identify and assess a range of alternative corporate branding concepts. Assess the importance of a brand community to the corporate brand. Required Reading Roper, S. & Fill, C., (2012) Corporate Reputation, Brand and Communication, Harlow: Pearson. Chapter 8: The future for brands. Additional Reading Langham, T, (2018) Reputation Management: The Future of Corporate Communications and Public Relations, Bingley: Emerald. Chapter 6: Perspectives on Reputation Management. Kart, J., (2020) 4ocean Hits 10 Million Pound Milestone, Readies Launch of 100% Ocean Plastic Products. Forbes. Green, A., (2019) How 4ocean is misleading millions. Medium.
