| Description |
xii, 230 pages : illustrations ; 23 cm |
| Contents |
1. Branding: A Social Contract between a Business and Its Customer / Robert McMurrian and Judith H. Washburn -- 2. A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance / Hamed M. Shamma and Salah S. Hassan -- 3. Aligning Corporate Brand Perceptions: Does it Matter? / Tatiana Anisimova and Felix Mavondo -- 4. Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City / Robyn Stokes -- 5. Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications / Sue Vaux Halliday and Sven Kuenzel -- 6. Organizational Branding within Creative SMEs / Shaun M. Powell -- 7. Corporate Identity as Strategic Management Communication: A Working Framework / Lee Chun Wah -- 8. The Power of Corporate Brand Names: Integrated Marketing in Action / Brian C. Sowa -- 9. Strategic Corporate Re-branding / Patrick Cettier and Bernd Schmitt -- 10. Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity / T. C. Melewar, David Stark and Elif Karaosmanoglu -- 11. Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication / Roy Langer and Richard J. Varey |
| Summary |
"Increasingly, organisations are devoting a substantial amount of resources to manage their brands and identities at corporate level. Visual identity is becoming more of an issue as national, multinational and even small and medium-sized enterprises are using corporate branding as a strategic tool for competitive advantage. This book brings together recent thoughts on corporate branding and corporate identity management using a basis of practitioners' own experiences. Integrating current theories and applications in the area, the book provides cases on mergers and acquisitions, small and medium-sized enterprises, and focuses on organisations from different sectors such as banking, petroleum, airlines and automobile manufacturing."--BOOK JACKET |
| Notes |
Formerly CIP. Uk |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Branding (Marketing) -- Case studies.
|
|
Corporate image -- Case studies.
|
|
Corporate image.
|
|
Branding (Marketing)
|
| Genre/Form |
Case studies.
|
|
Case studies.
|
| Author |
Melewar, T. C.
|
|
Karaosmanoğlu, Elif, 1975-
|
| LC no. |
2008015911 |
| ISBN |
9780230543140 hardback |
|
0230543146 hardback |
|
