Abstract: This paper presents the results of а research focused on the role of online communication tools for building and developing corporate brands. The article identifies the possibilities of internet sites for integrated corporate communications and corporate brand positioning considering the two-way symmetric model. The specifics and trends in expressing the corporate brand through corporate story are outlined based on a case study of online communication approach of one of the leading world brands – Apple.
Keywords: corporate brand, online communication, corporate story, PR communications, integrated corporate communications, two-way symmetric communication.
Rhetoric and Communications Е-Journal, Issue 12, April 2014, http://rhetoric.bg/, ISSN 1314-4464