Advances In Corporate Branding

Author : John M. T. Balmer,Shaun M. Powell,Joachim Kernstock,Tim Oliver Brexendorf
Publisher : Springer
Page : 205 pages
File Size : 46,9 Mb
Release : 2016-11-14
Category : Business & Economics
ISBN : 9781352000085

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Advances in Corporate Branding by John M. T. Balmer,Shaun M. Powell,Joachim Kernstock,Tim Oliver Brexendorf Pdf

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'.

Author : T C Melewar,Charles Dennis,Pantea Foroudi
Publisher : Routledge
Page : 399 pages
File Size : 54,9 Mb
Release : 2021-07-29
Category : Business & Economics
ISBN : 9781000382211

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Building Corporate Identity, Image and Reputation in the Digital Era by T C Melewar,Charles Dennis,Pantea Foroudi Pdf

Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

Author : Klement Podnar,John Balmer
Publisher : Routledge
Page : 176 pages
File Size : 40,5 Mb
Release : 2013-12-16
Category : Business & Economics
ISBN : 9781317850700

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Contemplating Corporate Marketing, Identity and Communication by Klement Podnar,John Balmer Pdf

Since the first International Corporate Identity Group’s symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought. Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights. In a field characterized by paradoxes – unity and variety; integration and specialization – the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.

Author : John M. T. Balmer,Weifeng Chen
Publisher : Springer
Page : 354 pages
File Size : 48,8 Mb
Release : 2016-11-14
Category : Business & Economics
ISBN : 9781352000115

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Advances in Chinese Brand Management by John M. T. Balmer,Weifeng Chen Pdf

This book includes a fascinating range of up-to-date articles on China from the Journal of Brand Management that marshal research and scholarship undertaken by Chinese, British, European and American scholars. The development and management of brands in China has emerged as an area of considerable and growing interest among branding scholars and practitioners owing to the rise and significance of brands within China. Providing an overview of the development and management of brands in China, Advances in Chinese Brand Management also contains case studies of centuries old and greatly loved Chinese Corporate heritage brands, luxury brands, prominent cultural brands and foreign brands in China.

Author : Majken Schultz,Yun Mi Antorini,Fabian F. Csaba
Publisher : Copenhagen Business School Press DK
Page : 268 pages
File Size : 41,6 Mb
Release : 2005
Category : Business & Economics
ISBN : 8763001403

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Corporate Branding by Majken Schultz,Yun Mi Antorini,Fabian F. Csaba Pdf

Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and competitive advantage in the marketplace. This book argues that the field of corporate branding isundergoing fundamental changes and becoming more cross-disciplinary and strategically driven.

Author : John M.T. Balmer,Laura Illia,Almudena González del Valle Brena
Publisher : Routledge
Page : 204 pages
File Size : 48,8 Mb
Release : 2013-07-24
Category : Business & Economics
ISBN : 9781135100605

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Contemporary Perspectives on Corporate Marketing by John M.T. Balmer,Laura Illia,Almudena González del Valle Brena Pdf

Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.

Author : Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell
Publisher : Springer
Page : 256 pages
File Size : 50,9 Mb
Release : 2017-09-21
Category : Business & Economics
ISBN : 9783319511276

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Advances in Luxury Brand Management by Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell Pdf

Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

Author : T C Melewar,S F Syed Alwi
Publisher : Routledge
Page : 286 pages
File Size : 51,5 Mb
Release : 2015-04-10
Category : Business & Economics
ISBN : 9781317950912

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Corporate Branding by T C Melewar,S F Syed Alwi Pdf

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 corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.

Author : Anonim
Publisher : Emerald Group Publishing
Page : 192 pages
File Size : 40,8 Mb
Release : 2006
Category : Consumers
ISBN : 9781846630323

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Corporate marketing: insights and integration drawn from corporate branding corporate identity corporate communication and visual identification by Anonim Pdf

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 512 pages
File Size : 41,7 Mb
Release : 2012-01-03
Category : Business & Economics
ISBN : 9780749465162

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The New Strategic Brand Management by Jean-Noël Kapferer Pdf

Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 207 pages
File Size : 51,6 Mb
Release : 2011-09-15
Category : Business & Economics
ISBN : 9781118181584

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Advanced Brand Management by Paul Temporal Pdf

Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more... This stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity. Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.

Author : Paul Temporal
Publisher : Harriman House Limited
Page : 302 pages
File Size : 46,7 Mb
Release : 2019-02-25
Category : Business & Economics
ISBN : 9780857195906

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ADVANCED BRAND MANAGEMENT - 3RD EDITION by Paul Temporal Pdf

Brands have never been more important than they are today. As Paul Temporal explains in this fully revised and updated third edition of his classic bestseller, the challenges of the business world are greater now than ever before. Brand managers have to cope with a broader range of variables and pressures from the marketplace and consumers. The lifeline of a strong brand can mean the difference between success and failure, or survival and extinction, in this turbulent environment. But what constitutes a strong brand? How should it be developed and managed? How do you activate and manage a winning brand strategy? Advanced Brand Management is the indispensable guide that provides all the answers. Paul Temporal addresses every issue related to brand management in the 21st century, providing the background theory and illustrating this with thoughtful case studies from across the business world. In this third edition, all chapters have been updated, and a completely new chapter is included on the growth of the digital world and the use of the Internet. Throughout, there is an increased emphasis on brand strategy and updates to case studies, with entirely new cases being added. If you want to make your own branding a success, you can’t afford to be without Advanced Brand Management.

Author : Oriol Iglesias,Nicholas Ind,Majken Schultz
Publisher : Routledge
Page : 706 pages
File Size : 46,5 Mb
Release : 2022-04-28
Category : Business & Economics
ISBN : 9781000573602

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The Routledge Companion to Corporate Branding by Oriol Iglesias,Nicholas Ind,Majken Schultz Pdf

This companion is a prestige reference work that offers students and researchers a comprehensive overview of the emerging co-created, multi-stakeholder, and sustainable approach to corporate brand management, representing a paradigm shift in the literature. The volume contains 30 chapters, organised into 6 thematic sections. The first section is an introductory one, which underscores the evolution of brand management thinking over time, presenting the corporate brand management field, introducing the current debates in the literature, and discussing the key dimensions of the emerging corporate brand management paradigm. The next five sections focus in turn on one of the key dimensions that characterize the emerging approach to corporate brand management: co-creation, sustainability, polysemic corporate narratives, transformation (history and future) and corporate culture. Every chapter provides a deep reflection on current knowledge, highlighting the most relevant debates and tensions, and offers a roadmap for future research avenues. The final chapter of each section is a commentary on the section, written by a senior leading scholar in the corporate brand management field. This wide-ranging reference work is primarily for students, scholars, and researchers in management, marketing, and brand management, offering a single repository on the current state of knowledge, current debates, and relevant literature. Written by an international selection of leading authors from the USA, Europe, Asia, Africa, and Australia, it provides a balanced, authoritative overview of the field and convenient access to an emerging perspective on corporate brand management.

Author : Nor Aida Abdul Rahman,T C Melewar,Pantea Foroudi,Suraksha Gupta
Publisher : Routledge
Page : 0 pages
File Size : 52,5 Mb
Release : 2024-03-05
Category : Electronic
ISBN : 1032412216

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Corporate Branding in Logistics and Transportation by Nor Aida Abdul Rahman,T C Melewar,Pantea Foroudi,Suraksha Gupta Pdf

This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding and innovation.

Author : Francisco J. Martínez-López,Juan Carlos Gázquez-Abad,Marco Ieva
Publisher : Springer Nature
Page : 206 pages
File Size : 43,9 Mb
Release : 2022-05-27
Category : Business & Economics
ISBN : 9783031065811

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Advances in National Brand and Private Label Marketing by Francisco J. Martínez-López,Juan Carlos Gázquez-Abad,Marco Ieva Pdf

This proceedings volume highlights the latest research presented at the 9th International Conference on Research on National Brand & Private Label Marketing (NB&PL2022). The topics covered include: retailing, private label portfolio and assortment management, private label pricing and promotion, national brand strategies, among other related issues. The volume specifically addresses the needs of researchers and students of advanced marketing courses.