Contemporary thoughts on corporate branding and corporate identity management /
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| Imprint: | Basingstoke [England] ; New York : Palgrave Macmillan, 2008. |
|---|---|
| Description: | xii, 230 p. : ill. ; 23 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/7480940 |
Table of Contents:
- Figures, Tables and Appendices
- About the Contributors
- Introduction
- 1. Branding: A Social Contract between a Business and Its Customer
- 2. A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance
- 3. Aligning Corporate Brand Perceptions: Does it Matter?
- 4. Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City
- 5. Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications
- 6. Organizational Branding within Creative SMEs
- 7. Corporate Identity as Strategic Management Communication: A Working Framework
- 8. The Power of Corporate Brand Names: Integrated Marketing in Action
- 9. Strategic Corporate Re-branding
- 10. Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity
- 11. Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication
- Index
