Corporations as Storytellers — Stakeholders as Image Builders: Towards Impressive Corporate Communication

Studies of national images and identities suggest a careful consideration of historical and contextual aspects when planning, mastering and evaluating corporate images and identities — including a classification of image types. We argue for a reconsideration of these contributions if corporate communication is to be other than auto-communication, fixes or acronyms. Our discussion draws on company examples such as Hamburg-Mannheimer, Ramboll, Shell, Burger King and Scandinavian Airlines.