Corporate Branding

Author : T C Melewar,S F Syed Alwi
Publisher : Routledge
Page : 286 pages
File Size : 55,9 Mb
Release : 2015-04-10
Category : Business & Economics
ISBN : 9781317950912

Get Book

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 : Majken Schultz,Yun Mi Antorini,Fabian F. Csaba
Publisher : Copenhagen Business School Press DK
Page : 268 pages
File Size : 45,6 Mb
Release : 2005
Category : Business & Economics
ISBN : 8763001403

Get Book

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 : Anonim
Publisher : Emerald Group Publishing
Page : 192 pages
File Size : 53,8 Mb
Release : 2006
Category : Consumers
ISBN : 9781846630323

Get Book

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

Author : Michael Evamy
Publisher : Laurence King Publishing
Page : 830 pages
File Size : 43,7 Mb
Release : 2012-09-24
Category : Design
ISBN : 9781780673943

Get Book

Logotype by Michael Evamy Pdf

Logotype is the definitive modern collection of logotypes, monograms and other text-based corporate marks. Featuring more than 1,300 international typographic identities, by around 250 design studios, this is an indispensable handbook for every design studio, providing a valuable resource to draw on in branding and corporate identity projects. Logotype is truly international, and features the world’s outstanding identity designers. Examples are drawn not just from Western Europe and North America but also Australia, South Africa, the Far East, Israel, Iran, South America and Eastern Europe. Contributing design firms include giants such as Pentagram, Vignelli Associates, Chermayeff & Geismar, Wolff Olins, Landor, Total Identity and Ken Miki & Associates as well as dozens of highly creative, emerging studios. Retaining the striking black-and-white aesthetic and structure of Logo (also by Michael Evamy) and Symbol, Logotype is an important and essential companion volume.

Author : Oriol Iglesias,Nicholas Ind,Majken Schultz
Publisher : Routledge
Page : 706 pages
File Size : 50,9 Mb
Release : 2022-04-28
Category : Business & Economics
ISBN : 9781000573602

Get Book

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 : John M. T. Balmer,Shaun M. Powell,Joachim Kernstock,Tim Oliver Brexendorf
Publisher : Springer
Page : 205 pages
File Size : 50,8 Mb
Release : 2016-11-14
Category : Business & Economics
ISBN : 9781352000085

Get Book

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 : Nela Dunato
Publisher : Unknown
Page : 322 pages
File Size : 40,9 Mb
Release : 2018-10-04
Category : Business & Economics
ISBN : 9534817112

Get Book

The Human Centered Brand by Nela Dunato Pdf

Promote your business with clarity, ease, and authenticity. The Human Centered Brand is a practical branding guide for service based businesses and creatives, that helps you grow meaningful relationships with your clients and your audience. If you're a writer, marketing consultant, creative agency owner, lawyer, illustrator, designer, developer, psychotherapist, personal trainer, dentist, painter, musician, bookkeeper, or other type of service business owner, the methods described in this book will assist you in expressing yourself naturally and creating a resonant, remarkable, and sustainable brand. Read this book to learn: Why conventional branding approaches don't work for service based businesses. How to identify your core values and use them in your business and marketing decisions. Different ways you can make your business unique among all the competition. How to express yourself verbally through your website, emails, articles, videos, talks, podcasts... What makes your "ideal clients" truly ideal, and how to connect with real people who appreciate you as you are. How to craft an effective tagline. What are the most important elements of a visual brand identity, and how to use them to design your own brand. How to craft an exceptional client experience and impress your clients with your professionalism. How your brand relates to your business model, pricing, company culture, fashion style, and social impact. Whether you're a complete beginner or have lots of experience with marketing and design, you'll get new insights about your own brand, and fresh ideas you'll want to implement right away. The companion workbook, checklists, templates, and other bonuses ensure that you not only learn new information, but create a custom brand strategy on your own. Learn more at humancenteredbrand.com

Author : Oriol Iglesias,Nicholas Ind,Majken Schultz
Publisher : Taylor & Francis
Page : 535 pages
File Size : 52,8 Mb
Release : 2022-04-28
Category : Business & Economics
ISBN : 9781000573589

Get Book

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 : Taylor & Francis
Page : 248 pages
File Size : 53,6 Mb
Release : 2024-03-05
Category : Business & Economics
ISBN : 9781003857846

Get Book

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

The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial business-to-business setting at the cognitive level only and has not considered its impact specifically on logistics and transportation despite the value it can offer. Considering these gaps in the periphery of our existing knowledge, this book explores corporate brand management within the logistics and transportation sector, from the perspective of image, reputation, and identity. This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to the establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding, and innovation. Exploring a wide range of sectors within logistics and transport, the book illustrates the many dimensions of corporate branding and theories, future trends and developments, as well as proposing a model for future research. Containing a balance of theory and practice with effective case studies, Corporate Branding in Logistics and Transportation will appeal to marketing academics and upper-level graduates in particular. It will also be a valuable resource for those studying or researching logistics, supply chain management, and transport studies.

Author : T. Melewar,E. Karaosmanoglu,Elif Karaosmano?lu
Publisher : Springer
Page : 230 pages
File Size : 45,5 Mb
Release : 2008-10-23
Category : Business & Economics
ISBN : 9780230583221

Get Book

Contemporary Thoughts on Corporate Branding and Corporate Identity Management by T. Melewar,E. Karaosmanoglu,Elif Karaosmano?lu Pdf

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.

Author : Eliane Pereira Zamith Brito,Maria Carolina Zanette
Publisher : Business Expert Press
Page : 130 pages
File Size : 47,9 Mb
Release : 2015-03-09
Category : Business & Economics
ISBN : 9781606499436

Get Book

Corporate Branding in Facebook Fan Pages by Eliane Pereira Zamith Brito,Maria Carolina Zanette Pdf

In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communication policies.

Author : Mohammad Mahdi Foroudi,Pantea Foroudi
Publisher : Routledge
Page : 336 pages
File Size : 54,5 Mb
Release : 2021-09-30
Category : Business & Economics
ISBN : 9781000459067

Get Book

Corporate Brand Design by Mohammad Mahdi Foroudi,Pantea Foroudi Pdf

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 review, to provide an overview of current thinking on the subject and establish a theoretical framework. The following sections cover key stages during the corporate brand development process: Brand signature design, its components and impact on brand reputation; website design and how it builds customer perception of the brand; corporate architecture design and the branding of space and place; brand experience design from a sensuality perspective. International case studies from a range of industries feature in each chapter to demonstrate how the theory translates to practice, alongside case questions to cement learning and definitions of the key constructs. By combining academic theory with practical case studies and examples, readers will gain a thorough understanding of the corporate brand design process and how it influences customer identification and loyalty to the brand. The book is a useful resource for advanced undergraduate and postgraduate students of strategic brand management, corporate brand design and visual identity, and marketing communications.

Author : T C Melewar,S F Syed Alwi
Publisher : Routledge
Page : 262 pages
File Size : 48,6 Mb
Release : 2015-04-10
Category : Business & Economics
ISBN : 9781317950905

Get Book

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 : N. Ind
Publisher : Springer
Page : 194 pages
File Size : 43,6 Mb
Release : 1997-06-06
Category : Business & Economics
ISBN : 9780230375888

Get Book

The Corporate Brand by N. Ind Pdf

What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.

Author : Mary Jo Hatch,Majken Schultz
Publisher : John Wiley & Sons
Page : 290 pages
File Size : 55,6 Mb
Release : 2008-03-11
Category : Business & Economics
ISBN : 9780470245361

Get Book

Taking Brand Initiative by Mary Jo Hatch,Majken Schultz Pdf

Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.