| Description |
1 online resource (xii, 230 pages) |
| Contents |
Branding: a social contract between a business and its customer / R. McMurrian & J.H. Washburn -- A multiple stakeholder perspective for measuring corporate brand equity: linking corporate brand equity with corporate performance / H.M. Shamma & S.S. Hassan -- Aligning corporate brand perceptions. Does it matter? / T. Anisimova & F. Mavondo -- Vision, image, reputation and relationships: critical drivers in developing an airport city / R. Stokes -- Brand identification: a theory-based construct for conceptualizing links between corporate branding, identity and communications / S.V. Halliday & S. Kuenzel -- Organizational branding within creative SMEs / S.M. Powell -- Corporate identity as strategic management communication: a working framework / L.C. Wah -- The power of corporate brand names: integrated marketing in action / B.C. Sowa -- Strategic corporate re-branding / P. Cettier & B. Schmitt -- Renault-Nissan: A study into the advantages of a prior strategic alliance in the development of a post-merger corporate identity / T.C. Melewar, D. Stark & E. Karaosmanoglu -- Corporations as storytellers -- stakeholders as image builders: towards impressive corporate communication / R. Langer and R.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 size enterprises, and focuses on organisations from different sectors such as banking, petroleum, airline and automobile manufacturing |
| Bibliography |
Includes bibliographical references and index |
| Notes |
Print version record |
| Subject |
Branding (Marketing)
|
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Corporate image.
|
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Branding (Marketing) -- Case studies
|
|
Corporate image -- Case studies
|
|
branding.
|
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corporate image.
|
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BUSINESS & ECONOMICS -- Advertising & Promotion.
|
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Branding (Marketing)
|
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Corporate image
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Marknadsföring.
|
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Varumärken -- Fallstudier.
|
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Företagsprofiler -- Fallstudier.
|
| Genre/Form |
Case studies
|
| Form |
Electronic book
|
| Author |
Melewar, T. C., editor.
|
|
Karaosmanoğlu, Elif, 1975- editor.
|
| ISBN |
9780230583221 |
|
0230583229 |
|
