Titlebook: Contemporary Thoughts on Corporate Branding and Corporate Identity Management; T. C. Melewar,Elif Karaosmanoğlu Book 2008 Palgrave Macmill

Radiation

Vanbrugh and Farquhar on the Modern Stage,s. The authors make the case that customer value, created through brand-building efforts, leads to long-term profitability and competitive advantage. This article is the first to suggest that social-contract theory explains the mechanism by which customers perceive brands as promises.

变化无常

使服水土

,The Reason for Drinking in Hardy’s ,c corporate re-branding and provide a conceptual framework for managing it. We identify seven key factors that contribute to success, and present both failures and best-practice cases to illustrate the seven success factors. We conclude with a model that presents strategic corporate re-branding as a dynamic process.

中止

Branding: A Social Contract between a Business and Its Customer,ggest that customer-perceived value increases when businesses practice ethical behaviours that bridge the gap between business and customer communities. The authors make the case that customer value, created through brand-building efforts, leads to long-term profitability and competitive advantage.

确定

A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Eqhighlighting the importance of corporate brand equity; 2) proposing a measure for corporate brand equity; and 3) linking corporate brand equity with corporate performance. A conceptual model is presented which integrates the multiple stakeholders’ salient values in corporate brand equity valuation.

恶名声

令人苦恼

Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City,ucts (vision, image, reputation and relationships) and links between them underpinned a conceptual model for this pre-structured case research (Yin, 1994). Depth interviews with 60 government and business stakeholders were supplemented with interviews and focus groups among middle managers. A reputa

使服水土

Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Brandingories in customer relationships. We build on recent interest in the marketing literature in identity and develop a conceptual model of consumer brand identification in business relationships. Corporate identity has often been the entity that can be created/manipulated in design and marketing. Seen t

高度

以烟熏消毒

Corporate Identity as Strategic Management Communication: A Working Framework, the key prior research on the concept and posit an integrative working framework of the dimensions and determinants of corporate identity. The framework incorporates the original constructs of strategy, structure and culture as well as a set of additional constructs related to management processes