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Advances in corporate branding

Author: John M T Balmer; Shaun M Powell; Joachim Kernstock; Tim Oliver Brexendorf
Publisher: London : Palgrave Macmillan, [2017]
Series: Journal of brand management: advanced collections.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Advances in corporate branding.
London : Palgrave Macmillan, [2017]
(DLC) 2017303524
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: John M T Balmer; Shaun M Powell; Joachim Kernstock; Tim Oliver Brexendorf
ISBN: 1352000075 9781352000078 9781352000085 1352000083
OCLC Number: 1000444772
Description: 1 online resource
Contents: Chapter 1 Introduction: Current state and future directions for research on corporate brand management --
Chapter 2 Explicating corporate brands and their management: Reflections and directions from 1995 --
Chapter 3 The importance of corporate brand personality traits to a successful 21st century business --
Chapter 4 Managing the franchised brand: The franchisees' perspective --
Chapter 5 Alliance brands: Building corporate brands through strategic alliances? --
Chapter 6 The role of internal branding in the delivery of employee brand promise --
Chapter 7 An integrated approach to corporate branding --
Chapter 8 Finding sources of brand value: Developing a stakeholder model of brand equity --
Chapter 9 The organic view of the brand: A brand value co-creation model --
Chapter 10 Corporate brand orientation: What is it? What of it?
Series Title: Journal of brand management: advanced collections.
Responsibility: edited by John M.T. Balmer, Brunel University London, UK, Shaun M. Powell, University of Wollongong, Australia, Joachim Kernstock, Center of Competence for Brand Management, Switzerland, and Tim Oliver Brexendorf, WHU - Otto Beisheim School of Management, Germany.

Abstract:

This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand  Read more...

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