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Contemporary Thoughts on Corporate Branding and Corporate Identity Management
     

Contemporary Thoughts on Corporate Branding and Corporate Identity Management

by T C Melewar
 

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Increasingly, organisations are devoting a substantial amount of resources to manage their brands and identities at corporate level. Visual identity is becoming more of an issue as national, multinational and even small and medium-sized enterprises are using corporate branding as a strategic tool for competitive advantage. This book brings together recent thoughts on

Overview

Increasingly, organisations are devoting a substantial amount of resources to manage their brands and identities at corporate level. Visual identity is becoming more of an issue as national, multinational and even small and medium-sized enterprises are using corporate branding as a strategic tool for competitive advantage. This book brings together recent thoughts on corporate branding and corporate identity management using a basis of practitioners' own experiences. Integrating current theories and applications in the area, the book provides cases on mergers and acquisitions, small and medium-sized enterprises, and focuses on organisations from different sectors such as banking, petroleum, airlines and automobile manufacturing.

Product Details

ISBN-13:
9780230266278
Publisher:
Palgrave Macmillan
Publication date:
10/23/2008
Sold by:
Barnes & Noble
Format:
NOOK Book
File size:
1 MB

Meet the Author

TATIANA ANISIMOVA has completed her PhD at the Department of Marketing, Monash University, Australia
PATRICK CETTIER studied International Business at ESB Reutlingen, Germany, and Northeastern University, USA and completed his PhD in Finance from the University of Aachen, Germany
SUE VAUX HALLIDAY is a Senior Lecturer in the marketing group in the School of Management, University of Surrey, UK
SALAH S. HASSAN is the Chairman and Professor of Marketing at the School of Business, the George Washington University, USA
ELIF KARAOSMANOGLU is an Assistant Professor at Istanbul Technical University, Management Engineering Department, Turkey. She completed her PhD in Warwick Business School, UK
SVEN KUENZEL is a Senior Lecturer in Marketing at the University of Greenwich, UK
ROY LANGER is a Professor of Organizational and Marketing Communication at Roskilde University, Denmark. He received his Ph.D. at Copenhagen Business School
FELIX MAVONDO is a Professor of Marketing in the Department of Marketing at Monash University, Australia
ROBERT MCMURRIAN is an Associate Professor at The University of Tampa, and the director of the John H. Sykes College of Business Center for Ethics, USA
T. C. MELEWAR is a Professor of Marketing and Strategy in Brunel Business School, UK
SHAUN POWELL lectures in marketing within the School of Management and Languages at Heriot Watt University, Edinburgh, UK
BERND SCHMITT is the Robert D. Calkins Professor of International Business School and Executive Director of the Center on Global Brand Leadership at Columbia Business School in New York, USA
HAMED M. SHAMMA is Assistant Professor of Marketing in the Department of Management at the School of Business, Economics& Communication, The American University in Cairo, Egypt
DAVID STARK is a former MBA student, supervised by Prof T C Melewar, studying at Warwick Business School, UK
ROBYN STOKES lectures within the Faculty of Business at Queensland University of Technology (School of Advertising, Marketing and Public Relations) in Brisbane, Queensland, Australia
RICHARD VAREY is a Professor of Marketing in the Waikato Management School, New Zealand, and a specialist in inquiring on the impact of commercial marketing, social marketing, human interaction in market situations, and systems of managed communication
LEE CHUN WAH is an Associate Professor in the Wee Kim Wee School of Communication and Information at Singapore's Nanyang Technological University
JUDITH H. WASHBURN is an Assistant Professor at The University of Tampa, USA

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