Book project on managing corporate brands

How to find and use your corporate brand's identity core in practice. The book is case based and builds on the corporate brand identity matrix, published in HBR 2019 (Urde & Greyser). The book's eleven chapter bring the reader from finding and defining identity to communication and positioning with the aim to create a strong image and reputation.

Based on research and business practice, the book, with its 11 chapters, takes the reader from defining identity to storytelling with reputation as an outcome. The book is based on applying the identity framework "The Corporate Brand Identity Matrix" (published in HBR 2019). The book will be published in 2024 in English, Spanish, and German.