Corporate branding : areas, arenas and approaches

• Other Authors: Melewar, T. C. (Editor), Alwi, S. F. Syed (Editor)
• Format: Book
• Language: English
• Published: London ; New York : Routledge, Taylor & Francis Group, 2015
• Subjects: obchodní značky; řízení značky; marketingový management; image organizace; identita organizace; marketingový výzkum; brand name products; brand management; marketing management; corporate image; corporate identity; marketing research; kolektivní monografie; případové studie; collective monographs; case studies
• ISBN: 9780415721110; 978-0-415-72112-7; 978-1-315-86317-7
• Physical Description: xxiii, 261 stran ; 24 cm

"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 realise how it can boost busin...