1. ¹BCD Travel, PO Box 49765, Dubai, UAE
2. ²University of the Witwatersrand, Johannesburg, PO Box 98, Wits 2050, South Africa
3. ³Nova Southeastern University, 3301 College Avenue, Ft. Lauderdale, Florida, USA

Abstract

The objective of this paper is to explore how large companies in Mauritius use corporate communications to develop their corporate brand image and reputation. A qualitative methodology was used. CEOs, Marketing Executives and Communication Managers from three large companies, representing three different industries were interviewed, as well as the views of external brand and communication consultants, institutional investors and journalists were also gathered. In total, 23 in-depth interviews were conducted. The results were content-analyzed. Results are reported on why and how organizations leverage on the corporate brand, the role of corporate communications in the corporate branding process, and the role of corporate communications in image formation and reputation building.