ABSTRACT
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.
TABLE OF CONTENTS
part I|8 pages
Introduction
part II|194 pages
Building a corporate brand identity
chapter 3|38 pages
Managing marketing competencies
chapter 4|27 pages
Reputation
chapter 5|29 pages
Conceptualising sensory brand experience
chapter 7|22 pages
Aesthetic heritage and corporate branding
part III|160 pages
Building a corporate brand image
chapter 12|40 pages
Behavioural intentions in the UK fashion industry
part IV|172 pages
Building a corporate brand reputation