Corporate branding : areas, arenas and approaches

"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...

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Bibliographic Details
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

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Table of contents

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245 0 0 |a Corporate branding :  |b areas, arenas and approaches /  |c edited by T C Melewar, S F Syed Alwi 
264 1 |a London ;  |b New York :  |b Routledge, Taylor & Francis Group,  |c 2015 
264 4 |c ©2015 
300 |a xxiii, 261 stran ;  |c 24 cm 
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520 |a "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 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, US, Europe and AsiaArena: 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 can't be found anywhere else. This book is an essential read for any branding student or interested professional. "--Resumé vydavatele 
504 |a Obsahuje bliografie a rejstřík 
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650 0 7 |a řízení značky  |7 ph205089  |2 czenas 
650 0 7 |a marketingový management  |7 ph115229  |2 czenas 
650 0 7 |a image organizace  |7 ph135339  |2 czenas 
650 0 7 |a identita organizace  |7 ph180949  |2 czenas 
650 0 7 |a marketingový výzkum  |7 ph115230  |2 czenas 
650 0 9 |a brand name products  |2 eczenas 
650 0 9 |a brand management  |2 eczenas 
650 0 9 |a marketing management  |2 eczenas 
650 0 9 |a corporate image  |2 eczenas 
650 0 9 |a corporate identity  |2 eczenas 
650 0 9 |a marketing research  |2 eczenas 
655 7 |a kolektivní monografie  |7 fd501537  |2 czenas 
655 7 |a případové studie  |7 fd133208  |2 czenas 
655 9 |a collective monographs  |2 eczenas 
655 9 |a case studies  |2 eczenas 
700 1 |a Melewar, T. C.  |7 utb2015882752  |4 edt 
700 1 |a Alwi, S. F. Syed  |7 utb2015882765  |4 edt 
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