Corporate Branding In Theorie Und Praxis
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Corporate Branding In Theorie Und Praxis
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Author :
language : de
Publisher: GRIN Verlag
Release Date : 2023-09-27
Corporate Branding In Theorie Und Praxis written by and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-09-27 with Business & Economics categories.
Studienarbeit aus dem Jahr 2022 im Fachbereich BWL - Sonstiges, Note: 1,7, , Sprache: Deutsch, Abstract: Das Ziel dieser Hausarbeit ist es, die Definition sowie Historie des Corporate Branding zu präsentieren und zu diskutieren. Dieses Ziel wird erfüllt, indem die Thematik durch Beispiele als auch Erklärungen veranschaulicht wird. Die Repräsentation sowie der Aufbau einer Marke entscheiden häufig über Gewinne als auch Verluste eines Unternehmens und gilt zu einem der wichtigsten Bausteine in der Führung. Diese Unternehmensmarke versteht sich als „Corporate Branding“ und je erfolgreicher diese ist, desto stärker wird der Wert eines Unternehmens beeinflusst. So können Unternehmen durch Logo, Eingravierungen oder Namensnennungen ihr Produkt von anderen unterscheidbar machen, um sich von der Konkurrenz abzusetzen.
Corporate Branding Von Gr Ndungsunternehmen
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Author : Verena Rode
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-08
Corporate Branding Von Gr Ndungsunternehmen written by Verena Rode and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-08 with Business & Economics categories.
Verena Rode zeigt Wirkungszusammenhänge auf und identifiziert wichtige potenzielle Problemfelder bei der Umsetzung von Corporate Culture, Corporate Behavior, Corporate Design und Corporate Communication.
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.
Corporate Branding Im Spannungsfeld Von Unternehmens Und Marketingkommunikation
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Author : Werner Süss
language : de
Publisher: Springer-Verlag
Release Date : 2011-05-18
Corporate Branding Im Spannungsfeld Von Unternehmens Und Marketingkommunikation written by Werner Süss and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011-05-18 with Business & Economics categories.
Die Autoren diskutieren die konzeptionellen Grundlagen des Kommunikations- und Markenmanagements in Commodity-Branchen, analysieren mehrere Fallstudien und stellen die Ergebnisse einer deutschlandweiten Studie bei Marketing- und Kommunikationsmanagern vor.
Grundlagen Des Corporate Branding Die F Hrung Einer Unternehmensmarke
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Author : Jens Walther
language : de
Publisher: diplom.de
Release Date : 2015-02-01
Grundlagen Des Corporate Branding Die F Hrung Einer Unternehmensmarke written by Jens Walther and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-02-01 with Business & Economics categories.
Unter dem Schlagwort des ‘Corporate Branding’ steht die Unternehmensmarke im aktuellen Fokus der Wissenschaft und Praxis. Ursache dafür ist die Forderung nach einer starken Profilierung von Unternehmen aufgrund zunehmend komplexer werdender Herausforderungen an den Märkten. Viele Unternehmen befinden sich aktuell in einem sich weiter verschärfenden Verdrängungswettbewerb, in welchem die strategische Führung der Unternehmensmarke einen wichtigen Beitrag zur Sicherung des Unternehmenserfolgs leistet. Vor diesem Hintergrund gibt die vorliegende Arbeit dem Leser einen informativen Einblick in die Grundlagen des Corporate Branding. Dabei werden zum einen bestehende Ansätze für die Führung einer Unternehmensmarke aufgezeigt, zum anderen praktische Hinweise für die Umsetzung der selbigen in Unternehmen aufgezeigt.
Research Handbook On Brand Co Creation
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Author : Markovic, Stefan
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-03-10
Research Handbook On Brand Co Creation written by Markovic, Stefan and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-03-10 with Business & Economics categories.
Bringing together different theoretical perspectives on brand co-creation and discussing their practical applicability and ethical implications, this Research Handbook explores emerging notions of brand construction which view brands as co-created through collaborative efforts between multiple stakeholders.
Corporate Branding
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Author : Majken Schultz
language : en
Publisher:
Release Date : 2005
Corporate Branding written by Majken Schultz and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Brand name products categories.
Corporate Social Responsibility And Diversity Management
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Author : Katrin Hansen
language : en
Publisher: Springer
Release Date : 2016-12-24
Corporate Social Responsibility And Diversity Management written by Katrin Hansen and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-24 with Business & Economics categories.
This book highlights the most critical aspects of diversity and their implications for Corporate Social Responsibility (CSR), examining them in a collection of conceptual and practical contributions from researchers and practitioners alike. In particular the book discusses good and best practices for diversity management and analyzes possible links between CSR and diversity within organizations. Examples are drawn from a diverse range of organizational settings including corporations, educational institutions and other (non-profit) organizations and in various countries, including Germany, the UK, the USA and India.
Corporate Social Responsibility Overload Intention Abuse Misinterpretation Of Csr From The Companies And The Consumers Point Of View
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Author : Thomas Demmerling
language : en
Publisher: diplom.de
Release Date : 2014-09-01
Corporate Social Responsibility Overload Intention Abuse Misinterpretation Of Csr From The Companies And The Consumers Point Of View written by Thomas Demmerling and has been published by diplom.de this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-01 with Business & Economics categories.
More recent incidents and scandals such as Sweatshops by different sports equipment and electronic devices producers and finally the financial crisis which made the headlines among many others, which did not make it to the front page, have forced companies to consider CSR way more than in the past. But also other issues such as climate change and global warming, human rights situation and terrorism affect how companies conduct their strategies and operational practices today. Almost every large corporation in the western world makes some effort to communicate how it is committed to social issues that lie beyond its basic profit objectives – even in controversial industries such as the tobacco and petroleum industry. The industries claim to produce healthier food more fuel-efficient vehicles, conserve energy and other resources in their operations to make the world a better place. CSR often begins to be wishful thinking to hide the true face of a business. Doubtless what has come to be called responsibility of companies for ecological and social issues besides economic issues is now a sales and branding instrument for many companies. Hence, numerous other companies, also small and medium sized companies are currently asking themselves the questions: Shall we also invest in CSR initiatives? Why should we do that – just to do something? Is this still an instrument to gain a competitive advantage? Especially the last question implies the question, if consumers still believe in the basic idea of CSR initiatives, or with the overload of CSR initiatives, if they even show reactance and mistrust against such issues.
Employer Branding Als Bestandteil Einer Ganzheitlichen Markenf Hrung
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Author : Birgit Sponheuer
language : de
Publisher: Springer-Verlag
Release Date : 2010-01-27
Employer Branding Als Bestandteil Einer Ganzheitlichen Markenf Hrung written by Birgit Sponheuer and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-01-27 with Business & Economics categories.
Mit der Gewinnung und Bindung der richtigen Mitarbeiter steht und fällt der Erfolg von Unternehmen in der heutigen Wissensgesellschaft. Im Wettbewerb um Talente werden daher zunehmend die im Marketing erforschten Mechanismen der Marke unter dem Stichwort "Employer Branding" auf den Arbeitsmarkt übertragen. Doch Employer Branding ist keine reine HR-Disziplin. Koordination ist gefragt, um die Zielgruppen am Absatz- und am Arbeitsmarkt mit jeweils gezielten Botschaften glaubwürdig anzusprechen. Birgit Sponheuer zeigt, wie eine Employer Branding-Strategie in Abstimmung mit der konsumentengerichteten Markenführung erfolgreich entwickelt und umgesetzt werden kann.