Contemporary Thoughts on Corporate Branding and Corporate Identity Management [electronic resource] /
Melewar, T. C.editor.
Karaosmanoğlu, Elif.editor.
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.
Description based upon print version of record.
Cover; Contents; Figures, Tables and Appendices; About the Contributors; Introduction; 1 Branding: A Social Contract between a Business and Its Customer; 2 A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance; 3 Aligning Corporate Brand Perceptions: Does it Matter?; 4 Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City; 5 Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications
6 Organizational Branding within Creative SMEs7 Corporate Identity as Strategic Management Communication: A Working Framework; 8 The Power of Corporate Brand Names: Integrated Marketing in Action; 9 Strategic Corporate Re-branding; 10 Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity; 11 Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication; Index
Includes bibliographical references and index.
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.
Marketing.
Leadership.
Public relations.
Architectural design.
Marketing.
Business Strategy/Leadership.
Corporate Communication/Public Relations.
Industrial Design.