Contemporary Thoughts on Corporate Branding and Corporate Identity Management [NOOK Book]

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 ...
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Contemporary Thoughts on Corporate Branding and Corporate Identity Management

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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.
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Product Details

  • ISBN-13: 9780230266278
  • Publisher: Palgrave Macmillan
  • Publication date: 10/23/2008
  • Sold by: Barnes & Noble
  • Format: eBook
  • File size: 2 MB

Table of Contents


Figures, Tables and Appendices
1 Branding: A Social Contract between a Business and Its Customer Robert McMurrian McMurrian, Robert Judith H. Washburn Washburn, Judith H. 5
2 A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance Hamed M. Shamma Shamma, Hamed M. Salah S. Hassan Hassan, Salah S. 23
3 Aligning Corporate Brand Perceptions: Does it Matter? Tatiana Anisimova Anisimova, Tatiana Felix Mavondo Mavondo, Felix 47
4 Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City Robyn Stokes Stokes, Robyn 66
5 Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications Sue Vaux Halliday Halliday, Sue Vaux Sven Kuenzel Kuenzel, Sven 91
6 Organizational Branding within Creative SMEs Shaun M. Powell Powell, Shaun M. 115
7 Corporate Identity as Strategic Management Communication: A Working Framework Lee Chun Wah Wah, Lee Chun 138
8 The Power of Corporate Brand Names: Integrated Marketing in Action Brian C. Sowa Sowa, Brian C. 150
9 Strategic Corporate Re-branding Patrick Cettier Cettier, Patrick Bernd Schmitt Schmitt, Bernd 166
10 Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity T. C. Melewar Melewar, T. C. David Stark Stark, David Elif Karaosmanoglu Karaosmanoglu, Elif 187
11 Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication Roy Langer Langer, Roy Richard J. Varey Varey, Richard J. 205 Index 227
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