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Organizational Branding within Creative SMEs

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Contemporary Thoughts on Corporate Branding and Corporate Identity Management

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Abstract

Creative organizations mainly rely on their own employees and internal processes for enhancing creativity in their work, which in turn enhances their creative reputation and strengthens their organizational brand. This research uses an inductive approach based upon thematic network analysis to explore organizational creativity and identity. Its aim is to uncover their relationship with the brand, within a business-to-business context. It asks ‘what issues and complexities might be uncovered when taking a mainly internal, employee perspective to organizational creativity, identity and the brand?’.

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Authors
  1. Shaun M. Powell
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Editor information

Editors and Affiliations

  1. Brunel Business School, UK

    T. C. Melewar

  2. ITU Faculty of Management, Turkey

    Elif Karaosmanoğlu

Copyright information

© 2008 Shaun M. Powell

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Powell, S.M. (2008). Organizational Branding within Creative SMEs. In: Melewar, T.C., Karaosmanoğlu, E. (eds) Contemporary Thoughts on Corporate Branding and Corporate Identity Management. Palgrave Macmillan, London. https://doi.org/10.1057/9780230583221_7

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