| Description |
1 online resource (252 pages) : illustrations |
| Contents |
CORPORATE BRANDING PURPOSE/PEOPLE/PROCESS -- Table of Contents -- 1 CORPORATE BRANDING � AN EVOLVING CONCEPT -- Corporate Branding Myths -- Myth 1: Corporate Branding is Like Product Branding -- Just at the Organizational Level! -- Myth 2: Corporate Branding is �Owned� by the Marketing Department! -- Myth 3: Corporate Branding is Like a Sugar Coating! -- Myth 4: The Goal of Corporate Branding is to Standardize the Organization�s Communication! -- Myth 5: Corporate Branding Automatically Mobilizes the Organization�s Employees! |
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Myth 6: Corporate Branding is Only Relevant for Commercial Organizations!Moving Towards the Second Wave of Corporate Branding -- Organization of the Book -- 2 A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING -- From Trademark to Brand -- Corporate Branding as a Cross-Disciplinary Construct -- From Product Thinking to the Organization as Brand -- From Fragmentation to Corporate Communication -- Branding through Identity and Employees -- From Positions to Strategic Reputation -- Contributions to Corporate Branding Practices |
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Towards the Second Wave of Corporate BrandingBranding Paradoxes -- 3 CORPORATE BRANDING AND THE �CONFORMITY TRAP� -- Uniqueness and Differentiation as Themes in the Corporate Branding Literature -- Defining the �Conformity Trap� -- The �Uniqueness Paradox� -- Uniqueness, Differentiation and Narcissism -- Corporate Branding as Monopoly on Meaning � the Problem with Groupthink -- Corporate Branding as a Promise � the Problem of �Path Dependency� -- Possible Ways to Escape the �Conformity Trap� |
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Uniqueness Revisited � Towards a Relationship-Based Perception of Uniqueness and DifferentiationInputs into New Corporate Branding Practices -- Towards Corporate Branding as Relationship -- 4 A COMMUNAL APPROACH TO CORPORATE BRANDING -- Why Focus on Integration? -- The Creating, Connected, and Empowered Consumer -- Branded Goods Under Pressure! -- Towards a New Value Creation Paradigm -- Practical Examples of Organization and Consumer Integration -- IKEA � Integration via Co-Creation of Values and Attitudes |
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Jones Soda � Integration via Co-creation of the ProductWeight Watchers � Integration via Co-Creation of Social Communities -- Closer Integration between Organization and Consumer Create new Conditions for Corporate Branding -- A Brand Community as a �Space� for Consumer Integration -- A Communal Approach to Corporate Branding: Implications -- Conclusion -- 5 LIVING THE BRAND -- The Employee as a Living Brand -- Living the Brand: A Marketing and Communications Based Perspective vs. a Norms and Values Based Perspective |
| Notes |
Print version record |
| Subject |
Branding (Marketing)
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Brand name products.
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branding.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Brand name products
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Branding (Marketing)
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| Form |
Electronic book
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| Author |
Schultz, Majken
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Antorini, Yun Mi
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Csaba, Fabian F
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| ISBN |
9788763099646 |
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8763099640 |
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