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Advances in Corporate Branding
Paperback
Series: Journal of Brand Management: Advanced Collections
ISBN13: 9781349957989
Publisher: Palgrave Macmillan
Published: Apr 28 2018
Pages: 205
Weight: 0.57
Height: 0.46 Width: 5.50 Depth: 8.50
Language: English
Chapter 1 Introduction: Current state and future directions for research on corporate brand management.- Chapter 2 Explicating corporate brands and their management: Reflections and directions from 1995.- Chapter 3 The importance of corporate brand personality traits to a successful 21st century business.- Chapter 4 Managing the franchised brand: The franchisees' perspective.- Chapter 5 Alliance brands: Building corporate brands through strategic alliances?.- Chapter 6 The role of internal branding in the delivery of employee brand promise.- Chapter 7 An integrated approach to corporate branding.- Chapter 8 Finding sources of brand value: Developing a stakeholder model of brand equity.- Chapter 9 The organic view of the brand: A brand value co-creation model.- Chapter 10 Corporate brand orientation: What is it? What of it?.
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