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Corporate brand and organizational identity
2002Corporations have just recently realized that they are brands. In our modern global village, where the irruption and widespread development of the Internet and worldwide events relayed through global media link us even closer together, corporations’ names and associated signs (marques) are reaching across the continents to touch very broad and diverse ...
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Corporate branding: the marketing perspective
2003This 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
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The Corporate Brand: Toward an Anthropology of Branding
2016This 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
2001Personal 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, 2010brands 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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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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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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African Journal of Business and Economic Research, 2020
Adele Potgieter, Marianne Doubell
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Adele Potgieter, Marianne Doubell
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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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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 ...
openaire +2 more sources
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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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.
openaire +2 more sources