Results 241 to 250 of about 1,171,257 (282)

Corporate branding: an interdisciplinary literature review

, 2012
Purpose – This paper aims to examine how scholarly research on corporate branding has evolved using bibliometric author co‐citation analysis of articles published between 1969 and 2008 on corporate branding.Design/methodology/approach – The bibliography ...
Marc Fetscherin, Jean-Claude Usunier
semanticscholar   +1 more source

The Corporate Identity as the Brand

1987
A corporate identity programme is really nothing more than the branding and packaging of an entire company. Like all packaging, it is a way of giving shape to the contents — a way of communicating the corporate ingredients to target groups and markets.
openaire   +2 more sources

Corporate brands with a heritage

Journal of Brand Management, 2007
This paper articulates a concept of ‘heritage brands’, based primarily on field case research and studies of practice. We define brand heritage as a dimension of a brand's identity found in its track record, longevity, core values, use of symbols and particularly in an organisational belief that its history is important.
Stephen A. Greyser, Mats Urde, John M.T. Balmer   +2 more
openaire   +2 more sources

Branding Corporate Philanthropy

2014
Marx (1999) reported that 96% of firms rate a favorable company image as either an important or extremely important outcome of their philanthropic investments. The fact that corporate philanthropy offers marketing opportunities has not been lost on firms, which explains why the responsibility for philanthropic initiatives most often resides within ...
Derek N. Hassay, John Peloza, Simon Hudson   +2 more
openaire   +2 more sources

An Integrated Approach to Corporate Branding [PDF]

Journal of Brand Management, 1998
The danger of a paper with ‘integrated’ in its title is the automatic assumption it will contain a polemic on the virtues of direct marketing, advertising and public relations working together. Although it is agreed that there are benefits in co-ordinating external communications, this paper is actually concerned with values; with integrating the ...
openaire   +1 more source

Shaping the research agenda for corporate branding: Avenues for future research

, 2012
Purpose – This paper aims to explore three central tensions in the debate on corporate branding. Is a normative or a social constructionist approach more appropriate in conceptualising and managing corporate brands?
T. Melewar, Manto Gotsi, Constantine Andriopoulos   +2 more
semanticscholar   +1 more source

Corporate branding: the marketing perspective

2003
This chapter discusses the importance of corporate branding within the marketing field, and provides an overview of research on corporate brand associations (people’s perceptions of corporate brands) and the influence that these associations may have on consumer behaviour.
Cees B M van Riel, Guido Berens
openaire   +3 more sources

Corporate branding and transformational leadership in turbulent times

, 2012
Purpose – Environmental changes require higher levels of corporate authenticity when communicating with stakeholders. This is achieved by a congruence of stakeholder and brand identities.
H. Kaufmann, D. Vrontis, M. Czinkota, A. Hadiono   +3 more
semanticscholar   +1 more source

Corporate Strategy and the Corporate Brand

1997
‘Strategy’ is concerned with positioning a company so that it can meet its long-term objectives. It should always be unique to an organisation and built on an analysis of competencies and market opportunities/threats. The question is: how do we define an organisation’s competencies and how do we know if they matter to stakeholders?
openaire   +2 more sources

Corporate marketing: Integrating corporate identity, corporate branding, corporate communications, corporate image and corporate reputation

, 2006
– The aims of the paper are to examine the nascent area of corporate marketing., – The paper draws on some of the key literature relating to the history of marketing thought., – The study reiterates the case that corporate identity, corporate branding ...
J. Balmer, S. Greyser
semanticscholar   +1 more source