Download or read book Contemplating Corporate Marketing Identity and Communication written by Klement Podnar and published by Routledge. This book was released on 2013-12-16 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: Since the first International Corporate Identity Group’s symposium in 1994, the fields of corporate identity, corporate communications and corporate branding have become a focal point for scholars and managers alike. Recently, the term corporate marketing has incorporated a host of key corporate-level concepts, representing a new paradigm of thought. Contemplating Corporate Marketing, Identity and Communication is a collection of papers and extended abstracts from the 12th ICIG symposium, presenting a variety of perspectives with a view towards stimulating debate about the advances in corporate marketing, identity and communication. The contributions in this volume examine critically the development of the field and focus for future research in order to encourage cutting-edge scholarship along with practitioner insights. In a field characterized by paradoxes – unity and variety; integration and specialization – the aim is to integrate diverse practices to inspire a more sophisticated approach or theoretical framework. The papers in this volume are both challenging and distinctive.
Download or read book Contemporary Perspectives on Corporate Marketing written by John M.T. Balmer and published by Routledge. This book was released on 2013-07-24 with total page 204 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate marketing and corporate communications are topics that have grown in scholarly and practical importance in these last decades. Fields such as branding, marketing communications and public relations have all contributed to this boost. Whilst there is a large amount of literature on each of these disciplines, there is little systematic development from the perspective of corporate marketing and corporate communication studies, although these two have the most to contribute to how companies manage their brands, image and corporate identities in the 21st Century. This book seeks to redress this balance and provide insights, via case studies or histories, on issues such as nation branding, managing multiple corporate identities during merger and acquisitions and establishing a company’s CSR and green image. Scholars from various disciplines within the fields of public relations, branding, marketing and corporate identity have come together in Contemporary Perspectives on Corporate Marketing to offer the latest approaches and studies in these areas. As such, it will become a platform for developments in the field and serve as a respected reference resource for corporate marketing and corporate communication studies.
Download or read book Contemplating the corporate marketing identity and communications written by Klement Podnar and published by . This book was released on 2009 with total page 107 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Contemporary Thoughts on Corporate Branding and Corporate Identity Management written by T. Melewar and published by Springer. This book was released on 2008-10-23 with total page 243 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Revealing the Corporation written by John M. T. Balmer and published by Psychology Press. This book was released on 2003 with total page 388 pages. Available in PDF, EPUB and Kindle. Book excerpt: An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area. Fully revised and updated with the original contributions contextualized by the editors' analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations. This new edition features a new introductory section to branding and public relations, contextualizing the rest of the volume new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined new readings and an updated Harvard style case study revised and updated commentary and analysis from the editors Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.
Download or read book Building Corporate Identity Image and Reputation in the Digital Era written by T C Melewar and published by Routledge. This book was released on 2021-07-29 with total page 399 pages. Available in PDF, EPUB and Kindle. Book excerpt: Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation. Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world. The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.
Download or read book Corporate marketing insights and integration drawn from corporate branding corporate identity corporate communication and visual identification written by and published by Emerald Group Publishing. This book was released on 2006 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Facets of Corporate Identity Communication and Reputation written by Tc Melewar and published by Routledge. This book was released on 2008-04-10 with total page 281 pages. Available in PDF, EPUB and Kindle. Book excerpt: Corporate branding and communication is big business. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. The investment must be working, but what is it being spent on, and how do these rebranding exercises work?Including contributions from academics and practitioners, this
Download or read book Corporate Branding written by T C Melewar and published by Routledge. This book was released on 2015-04-10 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Download or read book Language Identity and Cycling in the New Media Age written by Patrick Kiernan and published by Springer. This book was released on 2017-09-21 with total page 315 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines how identities associated with cycling are evoked, narrated and negotiated in a media context dominated by digital environments. Arguing that the nature of identity is being impacted by the changing nature of the material and semiotic resources available for making meaning, the author introduces an approach to exploring such identity positioning through the interrelated frameworks of Systemic Functional Linguistics and Multimodal Analysis, and illustrates how this happens in practice. The book is divided into three parts, each of which focuses on a different aspect of identity and media environment. Part I considers celebrity identities in the conventional media of print and television. Part II investigates community and leisure / sporting identity through an online cycling forum, while Part III examines corporate identity realised through corporate websites, consumer reviews and Youtube channels. This unique volume will appeal to students and scholars of discourse analysis, applied linguistics and the world of cycling.
Download or read book Advances in Corporate Branding written by John M. T. Balmer and published by Springer. This book was released on 2016-11-14 with total page 219 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.
Download or read book Corporate and Organizational Identities written by Bertrand Moingeon and published by Routledge. This book was released on 2004-03-10 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: This edited book is devoted to an issue of increasing importance in management theory and practice-organizational identity. The concept of organizational identity has received attention in many disciplines such as strategic management, marketing, communication and public relations and organization theory. In practice a number of consultancy firms have specialized in identity management, while a number of academic conferences with a special focus on identity has developed. As globalisation of business and of organizations of all kinds become the norm rather than the exception, issues of collective identities take on a strategic importance. There has been, however, very little integration among the various disciplines and practices, resulting in conflicting definitions, and little cumulative research. The aim of Organizational Identities is to further understanding about collective identities by bringing together contributions from various management disciplines. To this end, the editors have developed an integrative framework - the five-facet framework - that allows articulation of contributions from disciplines as diverse as strategic management, organization theory, marketing and communication. Sixteen scholars from Europe and the US have contributed nine chapters that explore various aspects of collective identities using this five-facet framework. The result is the first book to bring together contributions from various fields and integrate them into a single conceptual framework. The book will be useful both for academics and for practitioners. It includes a balance of theoretical and empirical chapters, and presents original empirical data drawn from field research in a variety of settings.
Download or read book Social Media and Integrated Marketing Communication written by Jeanne M. Persuit and published by Lexington Books. This book was released on 2013-07-18 with total page 144 pages. Available in PDF, EPUB and Kindle. Book excerpt: Social Media and Integrated Marketing Communication: A Rhetorical Approach explores social media in the areas of corporate identity, brand narratives, and crisis response from a rhetorical perspective. Key ideas in this text are social media as epideictic rhetoric—the rhetorical setting that deals with the present and matters of virtue and education—and how rhetorical decorum, a component of Cicero’s third Canon of Style, can guide organizations and their audiences toward more ethical and effective integrated marketing communication (IMC). This strategy emphasizes changing behavior, not just attitudes. Because social media leaves traces of communication that may be with us for the foreseeable future, Social Media and Integrated Marketing Communication frames the conversation about social media and IMC to move away from a risk/reward or a return on investment orientation and toward a focus on social media as communicative action that is attentive to this historical moment, to organizations and their audiences, and to communication ethics. Through this, Persuit asks how organizations can engage in decorum in their online IMC efforts while at the same time considering how their audiences can engage in decorum as well. Neither romanticizing nor demonizing the areas of social media and IMC, instead, this text offers a pragmatic understanding of these areas that finds a place in the theory of the communication discipline.
Download or read book Taking Brand Initiative written by Mary Jo Hatch and published by John Wiley & Sons. This book was released on 2008-03-11 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch and Make Schultz explain how a company's brand is just as important to ÒoutsidersÓÑpoliticians, suppliers, and analysts as it is to company insiders. They show how only the corporate brand can integrate all the company's staff functions and provide a vision for competition and globalization.
Download or read book Revealing the Corporation written by John Balmer and published by . This book was released on 2011-04-01 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: An international and multidisciplinary collection, edited by pioneers in the field, this work captures the quintessence of the corporation and its many inner and outer manifestations, presenting readers with a new approach to the subject area. Fully revised and updated with the original contributions contextualized by the editors’ analyses and commentary to draw them together into a coherent whole, this anthology affords readers a new way of comprehending organizations. This new edition features a new introductory section to branding and public relations, contextualizing the rest of the volume new case vignettes for each section with enhanced pedagogy to enable reader reflection on the themes examined new readings and an updated Harvard style case study revised and updated commentary and analysis from the editors. Filled with illuminating articles that stem from the 1950s to the present day, highlighting both practitioner and scholarly perspectives on the subject, this reader is an essential text for all students of marketing, reputation, business and corporate strategy, public relations, communications and branding.
Download or read book Leveraging the Corporate Brand written by James R. Gregory and published by McGraw-Hill Companies. This book was released on 1997 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: After two and a half decades of researching and advocating the power of the corporate brand as a marketing tool, James R. Gregory tackles head-on the age-old question that has baffled CEOs and corporate communicators alike: What is the power of a corporate brand and can it be measured? Gregory begins by noting that years of acquisitions, mergers, and restructuring have made many executives realize the need to rebuild the reputations and identities of their corporate brands with critical audiences. The key to meeting that need, as this book makes clear, begins with the understanding that the value of corporate brand communications is real and can be measured. In leading the reader through the logic of his research, Gregory identifies: How to use objective, quantitative methods to measure and leverage the value of a company's name How to use corporate branding programs to maximize the bottom-line financial impact of a company's advertising and corporate communications How to achieve a powerful corporate brand by developing integrated corporate communications programs How companies of all sizes can implement corporate branding programs through spinoffs, advocacy marketing, and the new interactive media The essential role of the CEO in the corporate branding process "Leveraging the Corporate Brand" provides long-awaited insights--with practical applications--into measuring and valuing the impact of your corporate brand on your bottom line.
Download or read book Corporate Branding in Facebook Fan Pages written by Eliane Pereira Zamith Brito and published by Business Expert Press. This book was released on 2015-03-09 with total page 162 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering their online corporate reputation. Communication actions on Facebook fan pages are an important tool on the road to reputation. Considering that reputation is essentially the long-term image of a brand, the book suggests strategies for improving this image in the short term by nurturing engagement with consumers. Word of mouth (WOM) is an important tool for creating and replicating the image of a trustworthy company, and these repeated images can result in a solid reputation or increased brand value. Also addressed is how company’s strategies influence this process, and how online communication benefits from the integration of the manager’s vision with communication policies.
