Corporate branding: purpose/people/process : towards the second ...
by Majken Schultz, Yun Mi Antorini, Fabian F. Csaba - 2005 - 252 pages
This book argues that the field of corporate branding is undergoing fundamental changes and becoming more cross-disciplinary and strategically driven. This development represents a second wave of corporate branding, explored in the book.
books.google.com - Book overview - PreviewThe best of branding: best practices in corporate branding
by James R. Gregory - 2004 - 224 pages
. In this groundbreaking book, Gregory explains how--through a rigorous process called the CoreBrand Analysis--management, marketing, advertising, and public relations executives across all industries can and should: . . .
books.google.com - Book overview - PreviewCorporate branding: the value of the corporate brand to customers ...
The expressive organization: linking identity, reputation, and the ...
by Majken Schultz, Mary Jo Hatch, Mogens Holten ... - 2000 - 292 pages
"This book challenges current beliefs about organizational identity, reputation, and branding.
books.google.com - Book overview - PreviewBrand Management: Theory and Practice
by Tilde Heding, Charlotte F. Knudtzen, Mogens Bjerre - 2009 - 288 pages
The idea of corporate branding is the assumption that creating one unified (at corporate level) message across all functions ... Corporate branding implies deserting product branding with its narrow marketing-driven focus on tactical, ...
books.google.com - Book overview - Preview - More editionsTaking Brand Initiative: How Companies Can Align Strategy, ...
by Mary Jo Hatch, Majken Schultz - 2008 - 288 pages
To achieve that you need to work hard to align actions with decisions such that strategy, culture, and identity support each other. This book will help your business follow this difficult but rewarding path to success.
books.google.com - Book overview - PreviewBranding and advertising
by Flemming Hansen, Lars Bech Christensen - 2003 - 473 pages
RQb: To what degree is the corporate brand visible in advertising? RQc: Which factors are connected with ... First, we will present a short overview of the relevant literature in the field of corporate branding and its determinants. ...
books.google.com - Book overview - PreviewMarketing strategy: a decision-focused approach
by Orville C. Walker - 2008 - 414 pages
books.google.com - Book overview - No preview - More editionsEssentials of corporate communication: implementing practices for ...
by Cees B. M. van Riel, Charles J. Fombrun - 2007 - 306 pages
By corporate brand we mean a visual representation of a company that unites a group of products or businesses, ... The process of corporate branding consists of the set of activities undertaken by the company to build favorable ...
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Revealing the corporation: perspectives on identity, image, ...
by John M. T. Balmer, Stephen A. Greyser - 2003 - 365 pages
Key feature include: *insightful commentary from the editors on each section *discussion and study questions *links to other works in the genre This book is invaluable to both students and managers who are concerned with comprehending the ...
books.google.com - Book overview - Preview - More editionsThe marketing book
by Michael John Baker - 2003 - 834 pages
For a variety of reasons there is a move towards corporate branding, for example the need to curtail ... In the new branding mode corporate branding internally signals messages about the desired cul- ture and externally it reduces the ...
books.google.com - Book overview - Preview - More editionsMarketing insights from A to Z: 80 concepts every manager needs to ...
by Philip Kotler - 2003 - 206 pages
The cynicism simply means that there are good and bad consultants and your task is to be able to tell the difference. orporate Branding There is great payoff in building a strong corporate brand. Sony can put its name on any electronic ...
books.google.com - Book overview - Preview - More editionsThe 18 immutable laws of corporate reputation: creating, ...
by Ronald Alsop - 2004 - 306 pages
The corporate branding project is a work in progress. P&G has developed a "brand ambassador" program, identifying about a thousand "thought leaders in the trenches" to help it bring the corporate brand to life both inside the company ...
books.google.com - Book overview - Preview - More editionsExperiential marketing: how to get customers to sense, feel, ...
by Bernd Schmitt - 1999 - 280 pages
ISSUE 3: CORPORATE BRANDING AND SUB-BRANDING This issue concerns corporate/brand architecture as it is projected to customers (suppliers, business customers, or end consumers). Typically, a company that has very high corporate ...
books.google.com - Book overview - Preview - More editionsMarketing communications: engagements, strategies and practice
Strategic Issues Management: Organizations and Public Policy ...
by Robert L. Heath, Michael J. Palenchar - 2008 - 412 pages
So is that daunting concept of identification, as well as the relationships that arise as a positive or negative response to a brand and an organization's reputation. Corporate Branding So how is the ...
books.google.com - Book overview - Preview - More editionsPharmaceuticals-- where's the brand logic?: branding lessons and ...
by Giles David Moss - 2007 - 223 pages
Chapter 4 Corporate Brand Within the context of this book, the corporate brand is just one level of the branding hierarchy. Use of the corporate brand is common within both classical consumer brand theory and the somewhat different ...
books.google.com - Book overview - Preview - More editionsBrand culture
by Jonathan E. Schroeder, Miriam Salzer-Mörling ... - 2006 - 218 pages
Chapter 1 A cultural perspective on corporate branding The case of LEGO Group Majken Schultz and Mary Jo Hatch We argue that moving away from product to corporate branding means moving from a communication/marketing driven activity ...
books.google.com - Book overview - Preview - More editionsManaging Corporate Brands: A New Approach to Corporate Communication
by Marcos Oscar Ormeño - 2007 - 322 pages
1998), corporate branding (Maathuis, 1999), corporate brand-equity management (Keller, 2000), corporate branding ... In addition to this semantic diversity, there are also many different perspectives on corporate brand management in ...
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Strategic Brand Management, 2/e
Principles of marketing
by Philip Kotler, Gary Armstrong, Veronica Wong ... - 2008 - 1020 pages
books.google.com - Book overview - No preview - More editionsCorporate public affairs: interacting with interest groups, media, ...
by Otto Lerbinger - 2006 - 477 pages
Radio spots were also used on popular radio shows such as Don Imus.71 Corporate Branding A fundamental change in the nature of corporate ads during the 1990s holds implications for both image and advocacy advertising. ...
books.google.com - Book overview - Preview - More editionsThe handbook of brand management
by David Arnold - 1992 - 259 pages
Corporate branding is not limited to the service industries. It is increasingly common to see a corporate brand endorsing a product brand. This may happen, for example, at the end of a TV advertisement when the corporate logo suddenly ...
books.google.com - Book overview - Preview - More editionsBusiness-to-business marketing: a step-by-step guide
Global Marketing and Advertising: Understanding Cultural Paradoxes
Kellogg On Marketing
B2B brand management
by Philip Kotler, Waldemar Pfoertsch, Ines Michi - 2006 - 357 pages
There are several benefits for employing a corporate branding strategy that a company can exploit. First of all, a strong corporate brand is no less or more than the face of the business strategy, portraying what the corporation aims at ...
books.google.com - Book overview - PreviewCareers by Design: A Business Guide for Graphic Designers
by Roz Goldfarb - 2002 - 219 pages
They are: •• Corporate branding/corporate identity •• Retail branding/branded environments •• Consumer product branding/packaging design Additionally, there are components in any discussion of branding that must be included: the use and ...
books.google.com - Book overview - Preview - More editionsPublic Sector Marketing
by Tony Proctor - 2007 - 225 pages
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