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Contemporary Thoughts on Corporate Branding and Corporate Identity Management [electronic resource].

By: Contributor(s): Material type: Computer fileComputer filePublisher number: 9780230543140Publication details: Basingstoke : Palgrave Macmillan Ltd., 2008.ISBN:
  • 9780230583221
Subject(s): Genre/Form: Additional physical formats: Print version:: Contemporary Thoughts on Corporate Branding and Corporate Identity ManagementDDC classification:
  • 658.827 659.2
LOC classification:
  • HD59.2.C66 2008
Online resources:
Contents:
Cover; Contents; Figures, Tables and Appendices; About the Contributors; Introduction; 1 Branding: A Social Contract between a Business and Its Customer; 2 A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance; 3 Aligning Corporate Brand Perceptions: Does it Matter?; 4 Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City; 5 Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications
6 Organizational Branding within Creative SMEs7 Corporate Identity as Strategic Management Communication: A Working Framework; 8 The Power of Corporate Brand Names: Integrated Marketing in Action; 9 Strategic Corporate Re-branding; 10 Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity; 11 Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication; Index
Summary: 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.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

Description based upon print version of record.

Cover; Contents; Figures, Tables and Appendices; About the Contributors; Introduction; 1 Branding: A Social Contract between a Business and Its Customer; 2 A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance; 3 Aligning Corporate Brand Perceptions: Does it Matter?; 4 Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City; 5 Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications

6 Organizational Branding within Creative SMEs7 Corporate Identity as Strategic Management Communication: A Working Framework; 8 The Power of Corporate Brand Names: Integrated Marketing in Action; 9 Strategic Corporate Re-branding; 10 Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity; 11 Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication; Index

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.