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The Global Corporate Brand Book

Author: M. Morley
Publisher: Springer
ISBN: 0230239455
Size: 14.67 MB
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The corporate brand can be considered as the definition of the company. This book by a leading practitioner explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term.

The Corporate Brand

Author: Nicholas Ind
Publisher: NYU Press
ISBN: 0814737625
Size: 67.65 MB
Format: PDF, Kindle
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Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their individual brand name products. In The Corporate Brand, Nicholas Ind argues strongly for a new focus on corporate brand development. Ind argues that organizations must use all forms of communication, including performance of specific products, employees' services, and advertising, to build effective interactive relationships with their customers. The Corporate Brand elucidates the methods used by successful corporate brands to build and maintain both "corporate identity" and reputation.

Global Corporate Identity 3

Author: David E. Carter
Publisher: Harper Collins
ISBN: 0060893508
Size: 39.98 MB
Format: PDF
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Global Corporate Identity 3 is the third edition in a series offering some of the best international corporate identity in current use today. Designing for clients who conduct business on an international level isn't nearly the rare event it once was. Due in large part to the ease of internet communication, even small firms and freelance designers have this opportunity more than they ever have, so being exposed to ideas, themes, and design executions that cross cultural lines is invaluable. Global Corporate Identity 3 showcases hundreds of superlative examples of design used on a multinational level. Work from 30 different countries and five continents is represented in this book making it a welcome addition to any graphics reference library.

Corporate Branding

Author: T C Melewar
Publisher: Routledge
ISBN: 1317950917
Size: 39.27 MB
Format: PDF, Kindle
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A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes: Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative. These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.

Corporate Brand Management International T Tiger Unternehmen

Author: Judith Giersch
Publisher: Springer-Verlag
ISBN: 383499684X
Size: 78.92 MB
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Basierend auf einem theoretisch hergeleiteten, integrierten Modell untersucht Judith Giersch anhand von zwei internationalen empirischen Studien diejenigen Effekte eines Corporate Brand Managements, die direkt bei Kunden und Mitarbeitern wirksam werden und damit indirekt den Unternehmenswert beeinflussen. Ausgezeichnet mit dem 1. Preis des Markenverbandes 2008.

Corporate Communication

Author: Joep Cornelissen
Publisher: SAGE
ISBN: 1473904277
Size: 68.32 MB
Format: PDF
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Written specifically for students interested in knowing more about the organizational and management context of communications, and to get more hands-on learning, practical experience and skills to help them get off to a flying start in their career, this book is a guide to corporate communication that will help students and practitioners navigate the area, understand the main theories and put these into practice through examples and case studies. Academically grounded, it covers the key concepts, principles and models within corporate communication by bringing together academic knowledge and insights from the subject areas of management and communication. At the same time, it combines this academic base with a clear practical outlook – practical cases illustrate the theory and each chapter also focuses on models and exercises that equip students with practical expertise and skills. The international scope of the book, featuring cases from around the globe has been instrumental in its success and has now been used by nearly 20,000 students across over 50 different countries from New York to Helsinki, Tokyo to Rio de Janeiro for students studying Corporate Communication, Organizational Communication, PR and Marketing Communications and as an invaluable source for reflective practitioners. The new fourth edition has been revised and updated with new cases and covers developments is areas such as reputation management, leadership communication and CSR communication. It features: A new chapter on social media and increased coverage of new media in existing chapters New up-to-date material on emerging CSR standards, transnational governance and corporate citizenship Extended focus on media relations, internal communications and leadership and change communication New full-length and shorter international case studies Enhanced companion website material including new case studies and video material available on publication at www.sagepub.co.uk/cornelissen4e

Reputation Management

Author: John Doorley
Publisher: Routledge
ISBN: 1135966028
Size: 62.44 MB
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Reputation management is the most important theme in public relations and corporate communication today. John Doorley and Helio Fred Garcia argue that most CEOs don't actually pay much heed to reputation and this is to their peril. This book is a how-to guide for professionals and students in public relations and corporate communication, as well as for CEOs and other leaders. It rests on the premise that reputation can be measured, monitored, and managed. Organized by corporate communication units (media relations, employee communication, government relations, and investor relations, for example), the book provides a field-tested guide to corporate reputation problems such as leaked memos, unfair treatment by the press, and negative rumors – and it is this rare book that focuses on practical solutions. Each chapter is fleshed out with real-world experience by the authors and their contributors who come from a wide range of professional corporate communication backgrounds. This new edition features new and updated examples throughtout, two new chapters on social media and public relations consulting, a new textbox feature in each chapter relating key communication theories to the practice of public relations and corporate communication, expanded coverage of global issues, and a new Companion Website at: www.routledge.com/textbooks/doorley, featuring lecture materials for instructors and extensive learning resources for students and professionals.

Branding Across Borders

Author: James R. Gregory
Publisher: McGraw Hill Professional
ISBN: 9780658009457
Size: 27.73 MB
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A leading authority on global branding sheds new light on how business can develop an effective global brand strategy, using case examples to demonstrate the principles of success and to spotlight key branding practices and marketing trends.

The Global Code

Author: Clotaire Rapaille
Publisher: St. Martin's Press
ISBN: 1466879343
Size: 18.35 MB
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For decades, Clotaire Rapaille's work focused on how people's relationships with the most important concepts in their lives—love, health, and money, for instance—are guided by subconscious cultural messages. But recently, he has uncovered a new phenomenon: a "global unconscious," or core values and feelings that are consistent worldwide—the result of our constant interconnectedness. He has also identified a new group who are paving the way for the future of decision-making: the Global Tribe. These individuals are fluent in the language of culture, untied to any notion of nationalism or ideology. They are defining the key values driving our new world economy, with profound implications for how companies market their products and services. Rapaille takes us on a journey through China, Brazil, India, England and everywhere in between to discover the new standards for luxury, pleasure, technology and education. How can elite brands compete in a world of knockoffs? How can universities maintain their prestige when a cheap master's degree or doctorate is only a click away? We must speak the language of the Global Tribe in order to succeed. Building on seven years of research, Rapaille analyzes how this new mindset has taken hold in various regions, and how marketers and service providers can tailor their offerings and marketing accordingly. The Global Code is an invaluable glimpse at how our new multi-sphere world is affecting us all.

International Brand Management Of Chinese Companies

Author: Sandra Bell
Publisher: Springer Science & Business Media
ISBN: 9783790820300
Size: 38.40 MB
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China is certainly doing its best to keep the world mesmerized by its e- nomic achievements. The Chinese economic growth story that begun 30 years ago has in terms of dynamics and duration long since surpassed all those “economic miracles” which have brought Germany, Japan, and the South East Asian Tigers into the top–league of the industrialized world. The rapid expansion of the Chinese economy has gone along with a fu- fledged re-integration of China into the global economic system. In the course of the last 30 years China has become a major player in the global economy and today is on a trajectory towards even greater prominence. In recent years, the Chinese economy seems to have reached an imp- tant threshold line of economic development and global integration. In the first quarter century of reform and global opening, Chinese enterprises have been largely confined to a ‘passive’ role in the global division of - bor. Foreign enterprises as the proprietors of greatly superior business models, production technologies, management models as well as very competitively established brands have been integrating Chinese players in their value chains and global operations. Lacking the necessary production technologies, products as well as marketing knowledge to successfully - dress OECD-consumers, Chinese enterprises have been hardly able to - ter the global markets without such guidance. Now, this constellation is changing.