Contemporary Thoughts on Corporate Branding and Corporate Identity Management

Overview

This book presents the latest thinking and issues in the areas of branding, identity and communication grounded in sound and rigorous scientific research process. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.

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Overview

This book presents the latest thinking and issues in the areas of branding, identity and communication grounded in sound and rigorous scientific research process. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.

Read More Show Less

Product Details

  • ISBN-13: 9780230543140
  • Publisher: Palgrave Macmillan
  • Publication date: 10/14/2008
  • Pages: 256
  • Product dimensions: 5.70 (w) x 8.60 (h) x 0.80 (d)

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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