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

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Strategic Corporate Re-branding,a widespread activity. However, from 1995 to 2004 only about half of all re-branding activities were successful. In this article, we focus on strategic corporate re-branding and provide a conceptual framework for managing it. We identify seven key factors that contribute to success, and present both

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Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Pn the development of a new corporate identity post-merger. This paper considers whether a prior strategic alliance could be of benefit in developing and installing a new post-merger corporate identity. In order to do this the framework that is suggested by Melewar and Jenkins (2000) is applied to th

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,Corporations as Storytellers — Stakeholders as Image Builders: Towards Impressive Corporate Communi corporate images and identities — including a classification of image types. We argue for a reconsideration of these contributions if corporate communication is to be other than auto-communication, fixes or acronyms. Our discussion draws on company examples such as Hamburg-Mannheimer, Rambøll, Shel