Managing Corporate Brands
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Managing Corporate Brands A new approach to corporate communication by Marcos OrmeГ±o

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Published by Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden in Wiesbaden .
Written in English

Subjects:

  • Marketing,
  • Economics

Book details:

Edition Notes

Statementby Marcos Ormeño
ContributionsSpringerLink (Online service)
The Physical Object
Format[electronic resource] :
ID Numbers
Open LibraryOL25543255M
ISBN 109783835007819, 9783835095991

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  The book is based on a new model of the links between HR, corporate reputation and branding, developed from an extensive review and synthesis of different bodies of management literature. This model has been refined from extensive case research and practical experience in building corporate reputations and by:   A brand book (also referred to as a brand guide, visual identity guidelines, brand manual, style guide, brand identity book or brand toolkit) is an official corporate document that explains the brand’s identity and presents brand standards. Some brand books are focused exclusively on the design aspect, while others include a company overview. Get this from a library! Managing the corporate brand: the effects of corporate marketing activity on consumer evaluations of brand extensions. [Kevin Lane Keller; David A Aaker]. ‎Immer mehr Unternehmen messen dem Aufbau einer starken Corporate Brand eine hohe Bedeutung zu. International tätige Unternehmen betreiben in ihrem Heimatland zumeist beachtliche Marketingaufwendungen, um bei den Zielgruppen ein eindeutiges und positives Unternehmensbild zu verankern. In den anderen.

  Brand Management Strategies You Can’t Ignore in It’s not enough to implement a basic brand management strategy. You need groundbreaking ideas that constantly challenge and revamp your ideas. The following strategies were crafted with the concept in mind that a brand cannot possibly succeed without dynamic, unique ideas. 1. Do More. Read this book. It will prepare you to manage for this century, when most management books prepare you to lead in the last one."-- Nilofer Merchant, behavioral strategist; and author, The New How. 8. The Strategy-Focused Organization: How Balanced Scorecard Companies Thrive in the New Business Environment by Robert Kaplan and David Norton. Crisis management is a critical function. Failure can result in serious harm to stakeholders, losses for an organization, or end its very existence. Public relations practitioners are an integral part of crisis management. With the development of.   The book covers topics like innovation and operations management, managing intellectual property, managing R&D, strategic alliances, the new product development process, and market research. If you’re new to innovation management, then this is an excellent start. 4.

Case Studies on Brand Management showcases the branding efforts undertaken by some of the world’s most renowned companies, which are or have been market leaders or strong competitors in their respective industries. A number of core branding concepts like corporate and product brands, local and global branding, and internal and external.   Die Autoren zeigen, wie Unternehmen ein wirksames und wertschöpfendes Corporate Brand Management als marktorientiertes Führungskonzept etablieren können. Im Mittelpunkt steht dabei die Entwicklung, Gestaltung und Umsetzung der Beziehung zwischen der Unternehmensmarke und ihren Kunden, Mitarbeitern, Shareholdern, Stakeholdern sowie den Produkt- und Familienmarken. Discover the best Business Management & Leadership in Best Sellers. Find the top most popular items in Amazon Books Best Sellers.   "This book provides a comprehensive text on all aspects of corporate brand management in the higher education sector. The editors are leading academics in the fields of corporate branding and higher education and they have assembled an excellent cast of experts to produce the most comprehensive book in this specialised field.