Contemporary Thoughts on Corporate Branding and Corporate Identity Management

A new look at the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.

Autorentext
TATIANA ANISIMOVA has completed her PhD at the Department of Marketing, Monash University, Australia PATRICK CETTIER studied International Business at ESB Reutlingen, Germany, and Northeastern University, USA and completed his PhD in Finance from the University of Aachen, Germany SUE VAUX HALLIDAY is a Senior Lecturer in the marketing group in the School of Management, University of Surrey, UK SALAH S. HASSAN is the Chairman and Professor of Marketing at the School of Business, the George Washington University, USA ELIF KARAOSMANOGLU is an Assistant Professor at Istanbul Technical University, Management Engineering Department, Turkey. She completed her PhD in Warwick Business School, UK SVEN KUENZEL is a Senior Lecturer in Marketing at the University of Greenwich, UK ROY LANGER is a Professor of Organizational and Marketing Communication at Roskilde University, Denmark. He received his Ph.D. at Copenhagen Business School FELIX MAVONDO is a Professor of Marketing in the Department of Marketing at Monash University, Australia ROBERT MCMURRIAN is an Associate Professor at The University of Tampa, and the director of the John H. Sykes College of Business Center for Ethics, USA T. C. MELEWAR is a Professor of Marketing and Strategy in Brunel Business School, UK SHAUN POWELL lectures in marketing within the School of Management and Languages at Heriot Watt University, Edinburgh, UK BERND SCHMITT is the Robert D. Calkins Professor of International Business School andExecutive Director of the Center on Global Brand Leadership at Columbia Business School in New York, USA HAMED M. SHAMMA is Assistant Professor of Marketing in the Department of Management at the School of Business, Economics& Communication, The American University in Cairo, Egypt DAVID STARK is a former MBA student, supervised by Prof T C Melewar, studying at Warwick Business School, UK ROBYN STOKES lectures within the Faculty of Business at Queensland University of Technology (School of Advertising, Marketing and Public Relations) in Brisbane, Queensland, Australia RICHARD VAREY is a Professor of Marketing in the Waikato Management School, New Zealand, and a specialist in inquiring on the impact of commercial marketing, social marketing, human interaction in market situations, and systems of managed communication LEE CHUN WAH is an Associate Professor in the Wee Kim Wee School of Communication and Information at Singapore's Nanyang Technological University JUDITH H. WASHBURN is an Assistant Professor at The University of Tampa, USA

Inhalt
Branding: A Social Contract between a Business and Its Customer; R.McMurrian& J.H.Washburn A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance; H.M.Shamma& S.S.Hassan Aligning Corporate Brand Perceptions. Does it Matter?; T.Anisimova& F.Mavondo Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City; R.Stokes Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications; S.V.Halliday& S.Kuenzel Organizational Branding within Creative SMEs; S.M.Powell Corporate Identity as Strategic Management Communication: A Working Framework; L.C.Wah The Power of Corporate Brand Names: Integrated Marketing in Action; B.C.Sowa Strategic Corporate Re-Branding; P.Cettier& B.Schmitt Renault-Nissan: A Study into the Advantages of A Prior Strategic Alliance in the Development of A Post-Merger Corporate Identity; T.C.Melewar, D.Stark& E.Karaosmanoglu Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication; R. Langer&R.J. Varey