Guido Berens

Guido Berens

Dr Guido Berens is an assistant professor at the Corporate Communication Centre of the Rotterdam School of Management, Erasmus University. He earned his doctoral degree in Corporate Communication from RSM, Erasmus University and a Master’s in Psychology and Philosophy from the University of Nijmegen.

Framing the debate, framing the brand

Positioning the issues of the day within the context of your brand strengthens your position.

Guido Berens , Mignon van Halderen

Posted: 22 November 2012

Corporate branding typically involves the management of mental associations that organisational leaders want important audiences to hold about the organisation.

Managing such mental associations, however, is becoming more complicated,...