Corporate Brand Personality
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Corporate Brand Personality
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Author : Lesley Everett
language : en
Publisher: Kogan Page Publishers
Release Date : 2016-02-03
Corporate Brand Personality written by Lesley Everett and has been published by Kogan Page Publishers this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-02-03 with Business & Economics categories.
Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect and strong values. Moving beyond simply how products are marketed and perceived, it shows the reader how to lead and engage people at every level within the organization to ensure consistent engagement with brand values. Including practical models to show how corporate culture and values can be managed and improved, Corporate Brand Personality also provides real examples and case studies from the Marriott Hotel Group and Water Wellbeing Group among others that show how people's behaviours can deeply affect brand reputation through all areas of the business. Incorporating a complete strategy from start to finish, this book will help the reader build visible leadership, project an authentic brand image and reinforce their company's values.
Brand Personality
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Author : Iva Rakocevic
language : en
Publisher: GRIN Verlag
Release Date : 2011-10
Brand Personality written by Iva Rakocevic and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-10 with Business & Economics categories.
Bachelor Thesis from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1, University of Vienna, language: English, abstract: This bachelor thesis should give an overview of brand personality, as an important part of branding. Going through historical periods before the 20th century up to present day, I will try to present the development of brand personality through different phases. The main focus of this bachelor thesis will be on Aakers model of brand personality, as she was the first author who developed brand personality scales.
Investigating The Relationship Between Corporate Brand Personality And Employee Brand Commitment
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Author : Liam Leslie Carter
language : en
Publisher:
Release Date : 2013
Investigating The Relationship Between Corporate Brand Personality And Employee Brand Commitment written by Liam Leslie Carter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013 with categories.
Corporate brands in today's business landscape are complex and multifaceted, with employees playing a critical role in the building of those brands. As employee brand commitment forms an important part of building a corporate brand, it would be beneficial to understand the drivers of employee brand commitment in order to better understand the corporate brand. One of the main aspects of employee brand commitment is the personality of the corporate employer brand. This research aims to determine the relationship between corporate brand personality and employee brand commitment. By utilising the Corporate Brand Personality Scale and employee brand commitment measures, a quantitative survey was administered to 250 members of an online research panel. Exploratory factor analysis was used to determine the most common elements of the Corporate Brand Personality Scale. Thereafter, regression analysis was performed to determine the role of brand personality in predicting an employee's commitment to their corporate brand. The results of this study show that factors of corporate brand personality have a significant influence on employee brand commitment. Further discussion into factor analysis shows that progressive and steadfast personality traits have a significantly positive effect on employee brand commitment, whilst supercilious personality traits have a negative effect on employee brand commitment.
The Effects Of Perceived Corporate Brand Personality On Individuals Exploration And Exploitation Orientations
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Author : Aybars Tuncdogan
language : en
Publisher:
Release Date : 2020
The Effects Of Perceived Corporate Brand Personality On Individuals Exploration And Exploitation Orientations written by Aybars Tuncdogan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020 with categories.
Our knowledge is limited regarding the psychological antecedents of individuals' exploration and exploitation in general and regarding the identity-related antecedents in particular. The corporate brand of the organisation we work for is an important element of our collective identity, and the way we perceive the corporate brand personality of our organisation affects how we define ourselves. In this paper, using data from 417 individuals working in sales-related jobs and taking the behavioural strategy perspective, we examine the effects of perceived corporate brand personality on the individuals' identities and, therefore, strategic tendencies. More specifically, we find that the responsibility and activity dimensions of the corporate brand make the corresponding aspects of employees' identities more salient and affect their orientations towards exploration and exploitation. We also investigate the moderator role of the self-brand connection. This paper has contributions and implications, especially for the literature on exploration-exploitation at the individual level.
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.
The Impact Of Corporate Visual Identity On Brand Personality
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Author : Zeenat Jabbar
language : en
Publisher:
Release Date : 2014
The Impact Of Corporate Visual Identity On Brand Personality written by Zeenat Jabbar and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
Investigating The Relationship Between Corporate Brand Personality And Employee Brand Commitment
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Author : Liam L. Carter
language : en
Publisher:
Release Date : 2011
Investigating The Relationship Between Corporate Brand Personality And Employee Brand Commitment written by Liam L. Carter and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Branding (Marketing) categories.
Building Corporate Identity Image And Reputation In The Digital Era
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Author : T C Melewar
language : en
Publisher: Taylor & Francis
Release Date : 2021-07-29
Building Corporate Identity Image And Reputation In The Digital Era written by T C Melewar and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-07-29 with Business & Economics categories.
Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
Impact Of Corporate Social Responsibility Communication On Corporate Brand Personality Assessment
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Author : Manit Mishra
language : en
Publisher:
Release Date : 2014
Impact Of Corporate Social Responsibility Communication On Corporate Brand Personality Assessment written by Manit Mishra and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
This paper explores the relationship between corporate communications in general, Corporate Social Responsibility (CSR) communication in particular, and brand personality associations. Multidimensional Scaling (MDS) was used to create a perceptual map of four brands of beverages: (1) Tata Tea; (2) Bisleri; (3) Coca-Cola; and (4) Café-Coffee Day (CCD). The brand personalities were assessed by creating Brand Personality Index (BPI) for all the brands. The four corporate brands were distinct in terms of the emphasis on social problems in their corporate communication and other information regarding the corporate brand at the disposal of consumers. The study revealed two dimensions of the perceptual map generated for these corporate brands: (1) Concern for social issues vis-à-vis concern for self indulgence; and (2) Concern for consumer visà-vis concern for company. Furthermore, Tata Tea was distinctively positioned on the perceptual map. In terms of brand personality dimensions, Tata Tea was perceived as a brand which is highly competent, sincere and full of excitement but lacks sophistication and ruggedness.
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.