Contemporary thoughts on corporate branding and corporate identity management

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書誌事項

Contemporary thoughts on corporate branding and corporate identity management

edited by T.C. Melewar, Elif Karaosmanoğlu

Palgrave Macmillan, 2008

  • : hbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.

目次

  • Branding: A Social Contract between a Business and Its Customer
  • R.McMurrian& J.H.Washburn A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance
  • H.M.Shamma& S.S.Hassan Aligning Corporate Brand Perceptions. Does it Matter?
  • T.Anisimova& F.Mavondo Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City
  • R.Stokes Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications
  • S.V.Halliday& S.Kuenzel Organizational Branding within Creative SMEs
  • S.M.Powell Corporate Identity as Strategic Management Communication: A Working Framework
  • L.C.Wah The Power of Corporate Brand Names: Integrated Marketing in Action
  • B.C.Sowa Strategic Corporate Re-Branding
  • P.Cettier& B.Schmitt Renault-Nissan: A Study into the Advantages of A Prior Strategic Alliance in the Development of A Post-Merger Corporate Identity
  • T.C.Melewar, D.Stark& E.Karaosmanoglu Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication
  • R. Langer&R.J. Varey

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