T.C. Melewar (ed.)

Facets of Corporate Identity, Communication and Reputation

Herausgeber: Melewar, Tc

• Gebundenes Buch

Produktbeschreibung

Corporate branding and communication is big business. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. The investment must be working, but what is it being spent on, and how do these rebranding exercises work? Including contributions from academics and practitioners, this important collection unravels the complexities of this growing field of study. The text is split into three coherent sections, focusing in turn on identity, communication and reputation. Case studies are used throughout the book to illustrate important issues, such as the basic principles of visual communication, the importance of reaching both internal and external stakeholders, and the challenges faced by companies working in multi-cultural environments. This book brings clarity and new theoretical insights to an important aspect of modern business. It is an invaluable companion for all students, researchers and practitioners with an interest in marketing, communications and international business.

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Produktdetails

• Verlag: Routledge
• Seitenzahl: 252
• Erscheinungstermin: 10. April 2008
• Englisch
• Abmessung: 240mm x 161mm x 18mm
• Gewicht: 546g
• ISBN-13: 9780415405270
• ISBN-10: 0415405270
• Artikelnr.: 22822215

Autorenporträt

T. C. Melewar is Professor of Marketing and Strategy at Zurich University of Applied Sciences, Switzerland.

Inhaltsangabe

Contents: Part 1: Corporate Identity 1. Explicating relation between
identity and culture: a multi-perspective conceptual model 2. An epiphany
of three: corporate identity, corporate brand management, and corporate
marketing 3. Non-Traditional Expressions of organizational visual identity:
reaching consumers through alternative means 4. Illustrations of the
internal management of corporate identity Part 2: Corporate Communication
5. Corporate Communication and corporate reputation: understanding how
(best) practices make a difference 6. How Specific Should Corporate
Communication Be? The Role of Advertising Language in Establishing a
Corporate Reputation for CSR 7. Corporate Communication: reputation in
action 8. Employing effective leadership in a crisis: a case study of
Malden Mills, corporate reputation, and the limits of socially responsible
public relations Part 3: Corporate Reputation 9. Projective corporate
character in the branding of business schools 10. Creating better corporate
reputations: an Australian perspective 11. An Attitudinal measure of
Corporate Reputation 12. Corporate Reputation building: an Asian
perspective