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. This book is an essential read for any branding student or interested professional.
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. This book is an essential read for any branding student or interested professional.
T C Melewar (BSc, MBA, PhD) is Professor of Marketing and Strategy at Middlesex University Business School, London, UK. S F Syed Alwi (BSc, MSc, PhD) is a Lecturer of Corporate Brand Marketing at Brunel Business School, Brunel University, London, UK.
Inhaltsangabe
Introduction to corporate branding (SF Syed Alwi and TC Melewar) Part I: Corporate Brand: Areas 1.Corporate brand: Europe (Heather Skinner) 2.Corporate brand: USA (Russell Abratt) 3.Corporate brand: Asia (Bill Merrilees) 4.Corporate brand: New Zealand (Tony Garry) Part II: Corporate Brand: Arenas 5.Corporate brand: online (Zalfa Laili Hamzah, Md Nor Othman and SF Syed Alwi) 6.Corporate brand: business-to-business (Nuno Sequeira, Rui Vinhas da Silva and SF Syed Alwi) 7.Corporate brand: Professional service firms (Vincent-Wayne Mitchell and William S. Harvey) 8.Corporate brand: Place/destination branding (Nicholas Ind and Anastasia Mariussen) Part III: Corprate Brand: Approaches 9.Corporate brand: structural equation modelling (Tatiana Anisimova and Felix Mavondo) 10.Corporate brand: case study (Wim Elving) 11.Corporate brand: focus groups (Sabine Einwiller and Christopher Ruppel) 12.Corporate brand: Expert interviews (Stefano Pace) Part IV: Conclusion to Corprate Brand Conclusion (Heather Skinner)
Introduction to corporate branding (SF Syed Alwi and TC Melewar) Part I: Corporate Brand: Areas 1.Corporate brand: Europe (Heather Skinner) 2.Corporate brand: USA (Russell Abratt) 3.Corporate brand: Asia (Bill Merrilees) 4.Corporate brand: New Zealand (Tony Garry) Part II: Corporate Brand: Arenas 5.Corporate brand: online (Zalfa Laili Hamzah, Md Nor Othman and SF Syed Alwi) 6.Corporate brand: business-to-business (Nuno Sequeira, Rui Vinhas da Silva and SF Syed Alwi) 7.Corporate brand: Professional service firms (Vincent-Wayne Mitchell and William S. Harvey) 8.Corporate brand: Place/destination branding (Nicholas Ind and Anastasia Mariussen) Part III: Corprate Brand: Approaches 9.Corporate brand: structural equation modelling (Tatiana Anisimova and Felix Mavondo) 10.Corporate brand: case study (Wim Elving) 11.Corporate brand: focus groups (Sabine Einwiller and Christopher Ruppel) 12.Corporate brand: Expert interviews (Stefano Pace) Part IV: Conclusion to Corprate Brand Conclusion (Heather Skinner)
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