... relationship between HR, branding and corporate reputation since 2003 as researchers, consultants and practitioners(see Martin and Beaumont, 2003; Martin et al., 20 05; Hetrick and Martin, forthcoming. ... employer branding and the like.This lack of previous interest in issues such as reputation,branding and identity management from the HR community –practitioners, HR consultants and academics ... corporate agenda and its links with HRM 25 look at cases of bad governance and leadership to see its impacton organizations, and indeed, nation-states; witness the cases ofmalpractice and unethical...