Routledge Companion to Corporate Branding
portes grátis
Routledge Companion to Corporate Branding
Schultz, Majken; Iglesias, Oriol; Ind, Nicholas
Taylor & Francis Ltd
04/2022
512
Dura
Inglês
9780367476632
15 a 20 dias
1147
Descrição não disponível.
A. An introduction to the corporate brand management field
1. Introduction: Towards a paradigm shift in corporate brand management
Oriol Iglesias, Nicholas Ind, and Majken Schultz
2. Demarcating the field of corporate brand management
Russell Abratt and Michela Mingione
3. Corporate brand management from a co-creative perspective
Hans Muehlbacher
4. Welcome to the matrix: How to find and use your corporate brand's core identity
Mats Urde
5. Commentary: Towards a paradigm shift in corporate brand management
Joachim Kernstock and Shaun Powell
B. Building brands together: Co-creating corporate brands with multiple stakeholders
6. Embracing a co-creation paradigm of lived-experience ecosystem value creation
Venkat Ramaswamy
7. Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective
Slyvia Von Wallpach and Andrea Hemetsberger
8. Reconceptualizing corporate brand identity from a co-creational perspective
Catherine Da Silveira and Claudia Simoes
9. In search of corporate brand alignment: philosophical foundations and emerging trends
Michela Mingione and Russell Abratt
10. Commentary: Co-creating corporate brands with multiple stakeholders
Francisco Guzman
C. Building strong corporate brands: towards valuable and sustainable experiences
11. B*Canvas 2.0 - Holistic and co-created brand management tool and use cases for corporate brands
Carsten Baumgarth
12. Brand experience co-creation at the time of artificial intelligence
Federico Mangio, Daniela Andreini and Giuseppe Pedeliento
13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations
Seidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen
14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities
Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic
15. Commentary: Building strong corporate brands: towards valuable and sustainable experiences
Nicholas Ind
D. Polysemic corporate brand narratives
16. Integrating multiple voices when crafting a corporate brand narrative
Paul Argenti
17. Corporate brand management and multiple voices: Polyphony or cacophony?
Anna Karina Kjeldsen and Line Schmeltz
18. Polysemic corporate branding: managing the idea
Alessandra Zamparini, Francesco Lurati and Luca M. Visconti
19. Visitors' destination brand engagement's effect on co-creation: An empirical study
Raouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi
20. Commentary: Corporate brand narratives: Polysemy, voice and purpose
Joep Cornelissen
E. The Temporality of Corporate Branding: Balancing the Past and Future
21. Towards a co-creational perspective on corporate heritage branding
Mario Burghausen
22. Cross-fertilization of heritage between product and corporate branding
Fabien Pecot
23. Closing corporate branding gaps through authentic internal brand strategies
Michael Beverland and Pinar Cankurtaran
24. When history inspires brand strategy: Lessons for place brands and corporate brands
Mihalis Kavaratzis
25. Commentary: Balancing the past and future in corporate branding
Majken Schultz
F. Branding inside-out: Corporate culture and internal branding
26. Branding inside-out: Development of the internal branding concept
Rico Piehler
27. A co-created perspective on internal branding
Holger Schmidt and Pieter Steenkamp
28. Exploring how to build a strong internal brand community and its role in corporate brand co-creation
Saila Saraniemi
29. Co-creating conscientious corporate brands inside-out through values-driven branding
Galina Biedenbach and Thomas Biedenbach
30. Commentary: Branding inside-out: Corporate culture and internal branding
Ceridwyn King
1. Introduction: Towards a paradigm shift in corporate brand management
Oriol Iglesias, Nicholas Ind, and Majken Schultz
2. Demarcating the field of corporate brand management
Russell Abratt and Michela Mingione
3. Corporate brand management from a co-creative perspective
Hans Muehlbacher
4. Welcome to the matrix: How to find and use your corporate brand's core identity
Mats Urde
5. Commentary: Towards a paradigm shift in corporate brand management
Joachim Kernstock and Shaun Powell
B. Building brands together: Co-creating corporate brands with multiple stakeholders
6. Embracing a co-creation paradigm of lived-experience ecosystem value creation
Venkat Ramaswamy
7. Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective
Slyvia Von Wallpach and Andrea Hemetsberger
8. Reconceptualizing corporate brand identity from a co-creational perspective
Catherine Da Silveira and Claudia Simoes
9. In search of corporate brand alignment: philosophical foundations and emerging trends
Michela Mingione and Russell Abratt
10. Commentary: Co-creating corporate brands with multiple stakeholders
Francisco Guzman
C. Building strong corporate brands: towards valuable and sustainable experiences
11. B*Canvas 2.0 - Holistic and co-created brand management tool and use cases for corporate brands
Carsten Baumgarth
12. Brand experience co-creation at the time of artificial intelligence
Federico Mangio, Daniela Andreini and Giuseppe Pedeliento
13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations
Seidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen
14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities
Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic
15. Commentary: Building strong corporate brands: towards valuable and sustainable experiences
Nicholas Ind
D. Polysemic corporate brand narratives
16. Integrating multiple voices when crafting a corporate brand narrative
Paul Argenti
17. Corporate brand management and multiple voices: Polyphony or cacophony?
Anna Karina Kjeldsen and Line Schmeltz
18. Polysemic corporate branding: managing the idea
Alessandra Zamparini, Francesco Lurati and Luca M. Visconti
19. Visitors' destination brand engagement's effect on co-creation: An empirical study
Raouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi
20. Commentary: Corporate brand narratives: Polysemy, voice and purpose
Joep Cornelissen
E. The Temporality of Corporate Branding: Balancing the Past and Future
21. Towards a co-creational perspective on corporate heritage branding
Mario Burghausen
22. Cross-fertilization of heritage between product and corporate branding
Fabien Pecot
23. Closing corporate branding gaps through authentic internal brand strategies
Michael Beverland and Pinar Cankurtaran
24. When history inspires brand strategy: Lessons for place brands and corporate brands
Mihalis Kavaratzis
25. Commentary: Balancing the past and future in corporate branding
Majken Schultz
F. Branding inside-out: Corporate culture and internal branding
26. Branding inside-out: Development of the internal branding concept
Rico Piehler
27. A co-created perspective on internal branding
Holger Schmidt and Pieter Steenkamp
28. Exploring how to build a strong internal brand community and its role in corporate brand co-creation
Saila Saraniemi
29. Co-creating conscientious corporate brands inside-out through values-driven branding
Galina Biedenbach and Thomas Biedenbach
30. Commentary: Branding inside-out: Corporate culture and internal branding
Ceridwyn King
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Corporate Brand;Brand Co-creation;Corporate Brand Management;Corporate Brand Identity;Corporate Brand's Heritage;Brand Management;Internal Branding;Brand Meanings;Corporate Heritage;Brand Heritage;Corporate Branding Literature;Brand Experience;Co-creative Perspective;Internal Branding Activities;Vice Versa;Brand Touchpoints;Brand Community;Brand Citizenship Behaviours;Brand Purpose;Co-creation Literature;Co-creation Processes;CSR;De Chernatony;Brand Relationships;Strong Corporate Brand
A. An introduction to the corporate brand management field
1. Introduction: Towards a paradigm shift in corporate brand management
Oriol Iglesias, Nicholas Ind, and Majken Schultz
2. Demarcating the field of corporate brand management
Russell Abratt and Michela Mingione
3. Corporate brand management from a co-creative perspective
Hans Muehlbacher
4. Welcome to the matrix: How to find and use your corporate brand's core identity
Mats Urde
5. Commentary: Towards a paradigm shift in corporate brand management
Joachim Kernstock and Shaun Powell
B. Building brands together: Co-creating corporate brands with multiple stakeholders
6. Embracing a co-creation paradigm of lived-experience ecosystem value creation
Venkat Ramaswamy
7. Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective
Slyvia Von Wallpach and Andrea Hemetsberger
8. Reconceptualizing corporate brand identity from a co-creational perspective
Catherine Da Silveira and Claudia Simoes
9. In search of corporate brand alignment: philosophical foundations and emerging trends
Michela Mingione and Russell Abratt
10. Commentary: Co-creating corporate brands with multiple stakeholders
Francisco Guzman
C. Building strong corporate brands: towards valuable and sustainable experiences
11. B*Canvas 2.0 - Holistic and co-created brand management tool and use cases for corporate brands
Carsten Baumgarth
12. Brand experience co-creation at the time of artificial intelligence
Federico Mangio, Daniela Andreini and Giuseppe Pedeliento
13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations
Seidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen
14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities
Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic
15. Commentary: Building strong corporate brands: towards valuable and sustainable experiences
Nicholas Ind
D. Polysemic corporate brand narratives
16. Integrating multiple voices when crafting a corporate brand narrative
Paul Argenti
17. Corporate brand management and multiple voices: Polyphony or cacophony?
Anna Karina Kjeldsen and Line Schmeltz
18. Polysemic corporate branding: managing the idea
Alessandra Zamparini, Francesco Lurati and Luca M. Visconti
19. Visitors' destination brand engagement's effect on co-creation: An empirical study
Raouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi
20. Commentary: Corporate brand narratives: Polysemy, voice and purpose
Joep Cornelissen
E. The Temporality of Corporate Branding: Balancing the Past and Future
21. Towards a co-creational perspective on corporate heritage branding
Mario Burghausen
22. Cross-fertilization of heritage between product and corporate branding
Fabien Pecot
23. Closing corporate branding gaps through authentic internal brand strategies
Michael Beverland and Pinar Cankurtaran
24. When history inspires brand strategy: Lessons for place brands and corporate brands
Mihalis Kavaratzis
25. Commentary: Balancing the past and future in corporate branding
Majken Schultz
F. Branding inside-out: Corporate culture and internal branding
26. Branding inside-out: Development of the internal branding concept
Rico Piehler
27. A co-created perspective on internal branding
Holger Schmidt and Pieter Steenkamp
28. Exploring how to build a strong internal brand community and its role in corporate brand co-creation
Saila Saraniemi
29. Co-creating conscientious corporate brands inside-out through values-driven branding
Galina Biedenbach and Thomas Biedenbach
30. Commentary: Branding inside-out: Corporate culture and internal branding
Ceridwyn King
1. Introduction: Towards a paradigm shift in corporate brand management
Oriol Iglesias, Nicholas Ind, and Majken Schultz
2. Demarcating the field of corporate brand management
Russell Abratt and Michela Mingione
3. Corporate brand management from a co-creative perspective
Hans Muehlbacher
4. Welcome to the matrix: How to find and use your corporate brand's core identity
Mats Urde
5. Commentary: Towards a paradigm shift in corporate brand management
Joachim Kernstock and Shaun Powell
B. Building brands together: Co-creating corporate brands with multiple stakeholders
6. Embracing a co-creation paradigm of lived-experience ecosystem value creation
Venkat Ramaswamy
7. Brands in Action: Understanding corporate branding dynamics from an Action Net Perspective
Slyvia Von Wallpach and Andrea Hemetsberger
8. Reconceptualizing corporate brand identity from a co-creational perspective
Catherine Da Silveira and Claudia Simoes
9. In search of corporate brand alignment: philosophical foundations and emerging trends
Michela Mingione and Russell Abratt
10. Commentary: Co-creating corporate brands with multiple stakeholders
Francisco Guzman
C. Building strong corporate brands: towards valuable and sustainable experiences
11. B*Canvas 2.0 - Holistic and co-created brand management tool and use cases for corporate brands
Carsten Baumgarth
12. Brand experience co-creation at the time of artificial intelligence
Federico Mangio, Daniela Andreini and Giuseppe Pedeliento
13. Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations
Seidali Kurtmollaiev, Tor W. Andreassen and Line Lervik-Olsen
14. A systematic literature review of sustainability in corporate service branding: Identifying dimensions, drivers, outcomes, and future research opportunities
Stefan Markovic, Yuqian Qiu, Cristina Sancha and Nikolina Koporcic
15. Commentary: Building strong corporate brands: towards valuable and sustainable experiences
Nicholas Ind
D. Polysemic corporate brand narratives
16. Integrating multiple voices when crafting a corporate brand narrative
Paul Argenti
17. Corporate brand management and multiple voices: Polyphony or cacophony?
Anna Karina Kjeldsen and Line Schmeltz
18. Polysemic corporate branding: managing the idea
Alessandra Zamparini, Francesco Lurati and Luca M. Visconti
19. Visitors' destination brand engagement's effect on co-creation: An empirical study
Raouf Rather, Linda D. Hollebeek, Dale Smith, Jana Kukk and Mojtaba Ghasemi
20. Commentary: Corporate brand narratives: Polysemy, voice and purpose
Joep Cornelissen
E. The Temporality of Corporate Branding: Balancing the Past and Future
21. Towards a co-creational perspective on corporate heritage branding
Mario Burghausen
22. Cross-fertilization of heritage between product and corporate branding
Fabien Pecot
23. Closing corporate branding gaps through authentic internal brand strategies
Michael Beverland and Pinar Cankurtaran
24. When history inspires brand strategy: Lessons for place brands and corporate brands
Mihalis Kavaratzis
25. Commentary: Balancing the past and future in corporate branding
Majken Schultz
F. Branding inside-out: Corporate culture and internal branding
26. Branding inside-out: Development of the internal branding concept
Rico Piehler
27. A co-created perspective on internal branding
Holger Schmidt and Pieter Steenkamp
28. Exploring how to build a strong internal brand community and its role in corporate brand co-creation
Saila Saraniemi
29. Co-creating conscientious corporate brands inside-out through values-driven branding
Galina Biedenbach and Thomas Biedenbach
30. Commentary: Branding inside-out: Corporate culture and internal branding
Ceridwyn King
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Corporate Brand;Brand Co-creation;Corporate Brand Management;Corporate Brand Identity;Corporate Brand's Heritage;Brand Management;Internal Branding;Brand Meanings;Corporate Heritage;Brand Heritage;Corporate Branding Literature;Brand Experience;Co-creative Perspective;Internal Branding Activities;Vice Versa;Brand Touchpoints;Brand Community;Brand Citizenship Behaviours;Brand Purpose;Co-creation Literature;Co-creation Processes;CSR;De Chernatony;Brand Relationships;Strong Corporate Brand
