Corporate branding affects multiple stakeholders (e.g., employees, investors) and impacts many aspects of companies such as the evaluation of their product and services, corporate identity and culture, sponsorship, employment applications, and brand extensions (see study Fetscherin and Usunier, 2012).
Corporate branding can also be viewed from several approaches, including critical perspectives.
This type of corporate brand analysis has been labeled the Vision-Culture-Image (VCI) Alignment Model.
Ecomagination, The Coca-Cola Company Live Positively, and DOW Human Element.
Transparency is, in part, a byproduct of the digital revolution, which has enabled stakeholders—employees, retirees, customers, business partners, supply chain partners, investors, neighbors—with the ability to share opinion about corporations via social media.