Contemporary Thoughts On Corporate Branding And Corporate Identity Management

Author : T. Melewar
Publisher : Springer
ISBN 13 : 0230583229
Total Pages : 230 pages
Book Rating : 4.21/5 ( download)

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Download or read book Contemporary Thoughts on Corporate Branding and Corporate Identity Management written by T. Melewar and published by Springer. This book was released on 2008-10-23 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : John M.T. Balmer
Publisher : Routledge
ISBN 13 : 1135100616
Total Pages : 177 pages
Book Rating : 4.12/5 ( download)

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Download or read book Contemporary Perspectives on Corporate Marketing written by John M.T. Balmer and published by Routledge. This book was released on 2013-07-24 with total page 177 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.

Author : Majken Schultz
Publisher : Copenhagen Business School Press DK
ISBN 13 : 9788763001403
Total Pages : 268 pages
Book Rating : 4.03/5 ( download)

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Download or read book Corporate Branding written by Majken Schultz and published by Copenhagen Business School Press DK. This book was released on 2005 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author :
Publisher : Emerald Group Publishing
ISBN 13 : 1846630320
Total Pages : 192 pages
Book Rating : 4.23/5 ( download)

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Download or read book Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification written by and published by Emerald Group Publishing. This book was released on 2006 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Majken Schultz
Publisher : OUP Oxford
ISBN 13 : 0191583235
Total Pages : 314 pages
Book Rating : 4.30/5 ( download)

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Download or read book The Expressive Organization : Linking Identity, Reputation, and the Corporate Brand written by Majken Schultz and published by OUP Oxford. This book was released on 2000-08-17 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book challenges current beliefs about organizational identity, reputation, and branding. It contains a wealth of new ideas for finding the elusive answers to questions troubling contemporary organizations. How does an organization create a strong reputation? What are the implications of corporate branding on organizational structures and processes? How do organizations discover their identities? These are some of the vexing problems addressed in this book by a diverse international team of contributors. According to the authors, the future lies with 'the expressive organization'. Such organizations not only understand their distinct identity and their brands, but are also able to express these externally and internally. In order to thrive in an era of transparency and customer choice, the authors argue, organizations will have to be expressive.

Author : John M. T. Balmer
Publisher : Springer
ISBN 13 : 1352000083
Total Pages : 205 pages
Book Rating : 4.85/5 ( download)

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Download or read book Advances in Corporate Branding written by John M. T. Balmer and published by Springer. This book was released on 2016-11-14 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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'.

Author : John M. T. Balmer
Publisher : Psychology Press
ISBN 13 : 9780415284219
Total Pages : 388 pages
Book Rating : 4.1X/5 ( download)

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Download or read book Revealing the Corporation written by John M. T. Balmer and published by Psychology Press. This book was released on 2003 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area. Fully revised and updated with the original contributions contextualized by the editors' analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations. This new edition features a new introductory section to branding and public relations, contextualizing the rest of the volume new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined new readings and an updated Harvard style case study revised and updated commentary and analysis from the editors Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.

Author : T C Melewar
Publisher : Routledge
ISBN 13 : 1000382214
Total Pages : 399 pages
Book Rating : 4.11/5 ( download)

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Download or read book Building Corporate Identity, Image and Reputation in the Digital Era written by T C Melewar and published by Routledge. This book was released on 2021-07-29 with total page 399 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Author : Klement Podnar
Publisher : Routledge
ISBN 13 : 1317850696
Total Pages : 164 pages
Book Rating : 4.94/5 ( download)

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Download or read book Contemplating Corporate Marketing, Identity and Communication written by Klement Podnar and published by Routledge. This book was released on 2013-12-16 with total page 164 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the first International Corporate Identity Group’s symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought. Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights. In a field characterized by paradoxes – unity and variety; integration and specialization – the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.

Author : T C Melewar
Publisher : Routledge
ISBN 13 : 1317950909
Total Pages : 201 pages
Book Rating : 4.05/5 ( download)

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Download or read book Corporate Branding written by T C Melewar and published by Routledge. This book was released on 2015-04-10 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.