Corporate Branding

Areas, arenas and approaches

Business & Finance, Marketing & Sales, Public Relations, Advertising & Promotion
Cover of the book Corporate Branding by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781317950905
Publisher: Taylor and Francis Publication: April 10, 2015
Imprint: Routledge Language: English
Author:
ISBN: 9781317950905
Publisher: Taylor and Francis
Publication: April 10, 2015
Imprint: Routledge
Language: English

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.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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.

More books from Taylor and Francis

Cover of the book Being a Director by
Cover of the book A Critical Companion to Lynn Nottage by
Cover of the book Transnationalism, Migration and the Challenge to Europe by
Cover of the book A Practical Guide to Shakespeare for the Primary School by
Cover of the book Public Relations Writing Worktext by
Cover of the book Managing Challenging Behaviour in the Classroom by
Cover of the book The African Union by
Cover of the book Expressionism by
Cover of the book Green Grabbing: A New Appropriation of Nature by
Cover of the book Observing Agriculture in Early Twentieth-Century Italy by
Cover of the book The Capital Markets and Financial Management in Banking by
Cover of the book Homes, Cities and Neighbourhoods by
Cover of the book Classroom Observation by
Cover of the book Fairness and Justice in Environmental Decision Making by
Cover of the book India-America Relations (1942-62) by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy