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Managerial corporate brand orientation: explication, significance, and antecedents

Journal of Brand Management, 2021
J. Balmer
semanticscholar   +1 more source

The Corporate Brand: Toward an Anthropology of Branding

2016
This chapter summarizes and discusses some of the key themes in academic writing on branding since the 1990s, with a particular focus on anthropological approaches to the topic. Beginning with a brief overview of the historical background and recent transformations of the brand, it then goes on to look at branding in relation to community and identity,
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Corporate branding and advertising

2001
Personal computers (PCs) have not always been “cool.” A case in point: in the early 1990s, manufacturers in the PC category spent considerable energy boasting about faster processors and larger capacity hard drives. Further, the “Intel Inside” program was in its early years, implying — at the expense of the actual PC manufacturer — that computers were ...
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The Corporate Brand and Corporate Social Responsibility

2010 International Conference on Management and Service Science, 2010
brands have become powerful tools for getting profit for corporattions, however, more and more corporate casualties make the brand confront with crisis, which includes environmental pollution, crude labor treatment, gender discrimination etc. People call for the corporate social responsibility for improving corporate performance.
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Corporate brand strategy: Drivers and outcomes of hotel industry’s brand orientation

International Journal of Hospitality Management, 2020
Pantea Foroudi
semanticscholar   +1 more source

The influence of employer branding and employees’ personal branding on corporate branding and corporate reputation

African Journal of Business and Economic Research, 2020
Adele Potgieter, Marianne Doubell
openaire   +1 more source

Corporate Brand Equity

2001
In the past, corporate branding was primarily seen as a task for executives to provide certain qualitative information to their shareholders. But due to increasing competition (not only in the supply markets but also on the sourcing side), an increasing demand in the capital markets, and the growth of firm takeovers, the corporate brand now plays a ...
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Analysing the Corporate Brand

1997
Having looked at the nature of the corporate brand and the environmental factors that are making it increasingly important to competitive success, this chapter will suggest the means by which we can analyse the brand. Inevitably, the recommended approach is not the one and only universal route and there are other models that are worthy of consideration.
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Managing the Corporate Brand

1997
One of the core themes of this book has been the need for the corporation to manage the often conflicting and interactive relationships with its various audiences. The differing perspectives of customers, shareholders, employees, local communities and the media all need to be understood; the organisation needs to develop plans to meet the requirements ...
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‘The Corporate Brand’

Journal of Brand Management, 1997
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