Advances in corporate branding

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 o...

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Bibliographic Details
Other Authors Balmer, John M. T., Powell, Shaun M., Kernstock, Joachim, 1966-, Brexendorf, Tim Oliver, 1973-
Format Electronic eBook
LanguageEnglish
Published London : Palgrave Macmillan, 2016.
SeriesJournal of brand management: advanced collections.
Subjects
Branding (Marketing)
elektronické knihy
electronic books
Online AccessFull text
ISBN9781352000085
9781352000078
Physical Description1 online resource (219 pages)

Cover

Table of Contents:
  • Chapter 1 Introduction: Current state and future directions for research on corporate brand management
  • Chapter 2 Explicating corporate brands and their management: Reflections and directions from 1995
  • Chapter 3 The importance of corporate brand personality traits to a successful 21st century business
  • Chapter 4 Managing the franchised brand: The franchisees' perspective
  • Chapter 5 Alliance brands: Building corporate brands through strategic alliances?
  • Chapter 6 The role of internal branding in the delivery of employee brand promise
  • Chapter 7 An integrated approach to corporate branding
  • Chapter 8 Finding sources of brand value: Developing a stakeholder model of brand equity
  • Chapter 9 The organic view of the brand: A brand value co-creation model
  • Chapter 10 Corporate brand orientation: What is it? What of it?

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