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Book Cover
Author Schultz, Majken.

Title Corporate Branding : Purpose/People/Process
Published Frederiksberg : Copenhagen Business School Press, 2005
Online access available from:
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Description 1 online resource (252 pages)
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!
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 -- The Marketing and Communications Based Perspective: Living by the Brand Values -- Living the Brand in Nordea: Brand Book and 'Cascade Process' -- The Norms and Values Based Perspective: Being the Brand -- Living the Brand in LEGO Group: Implementing Brand Values through a Brand Champion
Branding 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' -- Uniqueness Revisited -- Towards a Relationship-Based Perception of Uniqueness and Differentiation -- Inputs into New Corporate Branding Practices
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 -- Towards the Second Wave of Corporate Branding
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 -- Jones Soda -- Integration via Co-creation of the Product -- Weight Watchers -- Integration via Co-Creation of Social Communities -- Closer Integration between Organization and Consumer Create new Conditions for Corporate Branding
Notes Hybrid Models: Integrating Internal Branding and Norms and Values
Print version record
Form Electronic book
Author Antorini, Yun Mi.
Csaba, Fabian F.
ISBN 8763099640