Corporate branding and communication is big business. This book brings clarity and new theoretical insights to a growing area of study, and will be a key companion for students of marketing, communications and international business.
Corporate branding and communication is big business. This book brings clarity and new theoretical insights to a growing area of study, and will be a key companion for students of marketing, communications and international business.
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
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
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