Results 11 to 20 of about 106,917 (99)

Corporate Branding in Marketspace [PDF]

Corporate Reputation Review, 2004
Many existing companies have set up corporate websites in response to competitive pressures and/or the perceived advantages of having a presence in marketspace. However, the effect of this form of communication and/or way of doing business on the corporate brand has yet to be examined in detail.
Stuart, H, Jones, Colin
openaire   +10 more sources

Bringing the corporation into corporate branding [PDF]

European Journal of Marketing, 2003
This paper describes corporate branding as an organisational tool whose successful application depends on attending to the strategic, organisational and communicational context in which it is used. A model to help managers analyse context in terms of the alignment between strategic vision, organisational culture and corporate image is presented.
Majken Schultz, Mary Jo Hatch
openaire   +2 more sources

Strategic Communications and Corporate Branding: a Study of Jebsen & Jessen Indonesia Group [PDF]

, 2017
Corporate communications hold a vital function to maintain the company's positive image and reputation in front of stakeholders. A corporate communications practitioner must be able to handle a variety of communication processes in an organization ...
Dimyati, D. (Dindin), Lestari, H. W. (Heny), Shihab, M. (Mohammad)   +2 more
core   +2 more sources

Heritage branding orientation: The case of Ach. Brito and the dynamics between corporate and product heritage brands [PDF]

, 2016
The notion of heritage branding orientation is introduced and explicated. Heritage branding orientation is designated as embracing both product and corporate brands and differs from corporate heritage brand orientation which has an explicit corporate ...
A Bargenda, A Blombäck, A Blombäck, A Blombäck, A Rindell, A Rindell, AM Fionda, BT Hudson, BT Hudson, C Baumgarth, C Baumgarth, C Welch, CD Simms, E Gummesson, E Wallace, Fernando Pinto Santos, H Cooper, H Cooper, H Gundlach, HY Wong, HY Wong, HY Wong, J Evans, J Gromark, J Napoli, J Schroeder, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, JMT Balmer, John M T Balmer, K-P Wiedmann, K-P Wiedmann, M Alvesson, M Burghausen, M Burghausen, M Burghausen, M Urde, M Urde, M Urde, M Urde, Mario Burghausen, MB Beverland, MB Miles, N Alexander, NK Denzin, P Hankinson, P Hankinson, P Hankinson, R Ballantyne, R Piekkari, RE Stake, RE Stake, RK Yin, T Wuestefeld, U Flick, U Hakala   +67 more
core   +2 more sources

A conceptual model of corporate storytelling for branding [PDF]

, 2022
The purpose of this conceptual paper is to ascertain the relationship between corporate storytellingfor branding and internal stakeholders’ perceptions of the corporate brand.
Kadembo, Ernest, Makasi, Africa, Nyagadza, Brighton   +2 more
core   +2 more sources

Corporate Culture and Its Connection with External and Internal Public Relations [PDF]

, 2010
The main aim of this article is to present the influence of corporate culture on company's stakeholders. This paper signalises the tendency in corporate communication with its internal and external publics.
A. Kłoskowska, B. Bjerke, D. Walczak-Duraj, E. Schein, G. Hofstede, I. Brown, J. Kopec, L. Munilla, L. Smircich, M. Kotras, P. Conner, P. Parsons, Ph. Kotler, R. Inglehart, R. Smith, S. Miles, Th. Donaldson, W. Evan   +17 more
core   +2 more sources

Ethical branding and corporate reputation [PDF]

, 2005
This paper explores the concept of ethical branding and its link to corporate reputation. Brands have traditionally been studied only as an economic construct. Brands, as a social construct, have not yet been fully understood due to the lack of research.
Fan, Y
core   +1 more source

The Ethical Backlash of Corporate Branding [PDF]

Journal of Business Ethics, 2006
Past decades have witnessed the growing success of branding as a corporate activity as well as a rise in anti-brand activism. While appearing to be contradictory, both trends have emerged from common sources - the transition from industrial to post-industrial society, and the advent of globalization - the examination of which might lead to a socially ...
Palazzo, Guido, Basu, Kunal
openaire   +5 more sources

Strategically leveraging corporate social responsibility [PDF]

, 2012
orporate social responsibility (CSR) is changing the rules of branding but it is unclear how. While the literature offers a range of approaches seeking insight to how to manage CSR-related issues, practitioners are left in a state of confusion when ...
Lindgreen, Adam, Maon, François, Vallaster, Christine   +2 more
core   +2 more sources

An exploration of Branding approaches in UK Universities [PDF]

, 2015
This exploratory paper considers the current state of UK HE branding; in particular, conceptualisations and approaches. It is driven by calls in the literature for clearer understanding and application of branding in Higher Education (HE).
Aaker, Balmer, Becher, Blumenthal, Brookes, Bryman, Caldwell, Caldwell, Daymon, De Chernatony, De Chernatony, De Chernatony, De Chernatony, Doyle, Free, Hankinson, Hankinson, Harris, Hatch, Hemsley-Brown, Holt, Iqbal, Jevons, Kapferer, Kapferer, Kavaratzis, Keller, Knox, Kotler, Low, Lowrie, Miles, Pine, Ponsonby-Mccabe, Sargeant, Schilling, Schmitt, Simoes, Stride, Vallaster, Waeraas, Waeraas, Whelan, Whisman   +43 more
core   +1 more source