Corporate Brand Management
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Corporate Branding
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Author : Majken Schultz
language : en
Publisher: Copenhagen Business School Press DK
Release Date : 2005
Corporate Branding written by Majken Schultz and has been published by Copenhagen Business School Press DK this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and competitive advantage in the marketplace. This book argues that the field of corporate branding isundergoing fundamental changes and becoming more cross-disciplinary and strategically driven.
Corporate Brand Design
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Author : Mohammad Mahdi Foroudi
language : en
Publisher: Routledge
Release Date : 2021-09-30
Corporate Brand Design written by Mohammad Mahdi Foroudi and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-30 with Business & Economics categories.
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders. The book begins its approach with a literature review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs. By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.
Corporate Branding
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Author : T C Melewar
language : en
Publisher: Routledge
Release Date : 2015-04-10
Corporate Branding written by T C Melewar and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-04-10 with Business & Economics categories.
A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
International Corporate Brand Management
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Author : Markus Meierer
language : en
Publisher: Springer Science & Business Media
Release Date : 2010-10-14
International Corporate Brand Management written by Markus Meierer and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-10-14 with Business & Economics categories.
Marketers have to understand how the information that consumers associate with a company and its products affects their responses to those products. Adressing this issue, Markus Meierer analyzes firstly if consumers from Germany, France, Romania, Russia, and the USA perceive an internationally standardized corporate brand homogenously as well as if a positive effect on consumers' product response exists. Secondly he investigates if consumers perceive corporate and product brand as reciprocally related across countries as well as how the direct and indirect effects of corporate and product branding on consumers' product response look like.
Advances In Corporate Branding
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Author : John M. T. Balmer
language : en
Publisher: Springer
Release Date : 2016-11-14
Advances In Corporate Branding written by John M. T. Balmer and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-11-14 with Business & Economics categories.
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.
Managing Corporate Brands
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Author : Marcos Ormeno
language : en
Publisher: Springer Science & Business Media
Release Date : 2007-12-03
Managing Corporate Brands written by Marcos Ormeno and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-12-03 with Business & Economics categories.
Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.
New Frontiers And Perspectives In Corporate Brand Management
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Author : Avinandan Mukherjee
language : en
Publisher:
Release Date : 2012
New Frontiers And Perspectives In Corporate Brand Management written by Avinandan Mukherjee and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012 with categories.
Corporate brand management is a topic of growing significance in today's academia and business. Organizations are increasingly getting attuned to the need to treat their corporations as brands. A significant amount of research has been dedicated to product branding in marketing and management over the years, but corporate branding has been the subject of too little serious research. We intend to address this gap in this issue. According to Morsing (2002), corporate branding means turning the company into a brand and not just branding the products the company sells. Achieving this goal is a challenging managerial process that requires that the company considers what it stands for and how to communicate it. Corporate branding goes deeper than marketing, because it is about communicating the values and identity of the company in a strategic and coherent way. It involves the whole of the organization, and in modern multiproduct companies, corporate brand development is a distinct managerial commitment. Corporate brands such as Dell, UPS, Sony, Samsung, IBM, Microsoft, Disney, British Airways, LEGO, and Orange have received special mention in the nascent literature in this area (e.g., Aaker 2004; Balmer and Gray 2003; Hatch and Schultz 2003). Since 1995, 43 percent of companies surveyed by Troy (1998) have initiated a new corporate branding strategy. Corporate brands can help companies reduce costs, give customers a sense of community, provide a seal of approval, and create common ground among stakeholders (Hatch and Schultz 2001). There is also a trend toward aligning corporate branding with ethical and moral dimensions and corporate social responsibility (Maio 2003). This is particularly important after recent corporate scandals like those of Enron and WorldCom, which led many companies to focus on the management of their corporate brand.
Contemporary Thoughts On Corporate Branding And Corporate Identity Management
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Author : T. Melewar
language : en
Publisher: Springer
Release Date : 2008-10-23
Contemporary Thoughts On Corporate Branding And Corporate Identity Management written by T. Melewar and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-10-23 with Business & Economics categories.
A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.
Brand Management
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Author : Tilde Heding
language : en
Publisher: Routledge
Release Date : 2008-12-19
Brand Management written by Tilde Heding and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-12-19 with Business & Economics categories.
For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"
Business To Business Brand Management
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Author : Mark S. Glynn
language : en
Publisher: Emerald Group Publishing
Release Date : 2009-06-19
Business To Business Brand Management written by Mark S. Glynn and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-06-19 with Business & Economics categories.
Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.
