In recent years, while interest in corporate branding has increased, many companies have struggled in implementation. This paper attempts to clarify related concepts – corporate identity, corporate brand, and corporate reputation – and propose a practical framework for corporate branding. Corporate branding is defined as the process of managing an organization's identity, and its purpose is to establish favorable reputations with stakeholder groups upon which the organization is dependent. Based on this definition, the role and methodology of corporate branding are discussed.

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In this paper, BtoB company conduct corporate communication with potential customers using internet advertising that does not rely on retargeting by third party cookie, build a hypothetical model of the process that leads to the development of potential customer reputation. After that, derived a survey item to quantitatively support that hypothesis. As a result, this study showed possibility of empirically examining the attitude changes that fostering reputation by measuring the change before and after reading neutral contents.

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This paper considers the trend as an entertainment facility, which is increasing as a feature of corporate museums in recent years. In research on museums, entertainment has been discussed as a complement to the educational role of museums. Based on such arguments, we conducted a questionnaire survey on the actual situation of corporate museums, a survey of the official website of the facility, and a survey of the eWOM content. As a result, we conclude that corporate museums are one of the means of corporate communication that can realize corporate branding while playing a role as an entertainment facility.

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[in Japanese]

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Local governments have been promoting Co-Production efforts with residents, and PR have played an important role. In this study, we’re trying to clarify the optimization of PR-channel selection to raise the Co-Production consciousness based on the quantitative survey of the influence of PR on the residents' consciousness. This discussion confirmed two routes for PR, one that influences the Co-Production consciousness through community consciousness and the other that influences through personal interests, and clarifies the relationship with the PR channel. The community consciousness route was influenced by SNS, and the influence of the official PR-channel was seen in the personal interest route.

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In Japan, there is a lack of systematic development of crisis communication theory. Through literature review, this paper selected 13 major theories that were developed overseas and introduced them according to the three different subfields of crisis communication, risk communication and issues management. By analyzing the characteristics, history and relationship among different theories, this paper examined the implications these theories have for the practice and research of crisis communication in Japan.

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Any organizational communication activities – whichever it is for the effort of public relations or marketing communications – are the interaction between two actors or among three or more entities. Words, images and any expressions that actors exchange are not always to lead receivers’ understandings that senders of message expect. There lay context issues between actors that prevent effective communications, because each actor might live in each different contexts that enable them their own interpretation. So, any practitioners of organizational communications need to understand how context works in interpretation and how it makes communication more dynamic than we understand.

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