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'.
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'.
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...
The Corporate Brand - The Changing Environment - The Corporate Brand and Corporate Strategy - Analysing the Corporate Brand - Corporate Structures - Communications and the Corporation - Employees:...
In den letzten Jahren erfährt Nachhaltigkeit einen erheblichen Bedeutungsanstieg. Der Blick in die Praxis zeigt, dass in diesem Zusammenhang Nachhaltigkeit verstärkt in die Unternehmensmarke und...
Successful branding and brand management are two of the most difficult challenges brand managers are facing, nowadays. In oder to create a brand which lives up to expectations, brand strategy, brand...
Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders.The book begins its approach with a literature...
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