Contemporary Issues in Branding (eBook, ePUB)

Redaktion: Foroudi, Pantea; Palazzo, Maria

• Format: ePub

Produktbeschreibung

This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative ways is ever-present in the digital era.

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Produktdetails

• Verlag: Taylor & Francis eBooks
• Seitenzahl: 318
• Erscheinungstermin: 6. Dezember 2019
• Englisch
• ISBN-13: 9780429769122
• Artikelnr.: 58348983

Autorenporträt

Pantea Foroudi is business manager and Solution Architect at Foroudi Consultancy, and a member of the Marketing, Branding, and Tourism department at Middlesex University London, UK. Maria Palazzo is a research fellow at the Department of Political and Communication Sciences (DISPC) at University of Salerno, Italy, where she is also a member of the Sustainability Communication Centre (SCC).

Inhaltsangabe

Part 1: Introduction 1. Introduction to Branding: Issues and Perspectives
Part 2: Building a Brand 2. Understanding Brands with Contemporary Issues
3. Branding: Performance and Profit 4. Brands, culture, leadership and
differentiation: testing the effectiveness of highly performance-oriented
appeal in four European countries 5. The impact of GDPR on brands
responsibility: Between a "new normal" customer-centricity and the risk of
reputational damage 6. Branding: Ethic, sustainability, and Inclusion Part
3: Designing a Brand 7. Branding: Aesthetics. Building Brand Value through
Art and Architecture 8. Branding: Voice 9. Sensory Branding: What it is,
why it matters, and how to use it 10. Branding: Virtual space: past,
present and new directions in virtual worlds Part 4: Branding and
Stakeholders 11. Branding: Internal and External Stakeholders 12. Global
branding 13. Office Branding in the Digital Age 14. Branding: Online
community Part 5: Conclusion 15. Consumer-Brand Relationship: Building
Consumer value, Consumer loyalty and Business Performance 16. Branding
Customer Value