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Tidsskrift
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Bog, 1. edition, 2005
Corporate branding : purpose, people, process : towards the second wave of corporate branding (engelsk)
Detaljer
Beskrivelse
Emphasizes that the organization itself, rather than the products created and marketed by the corporation, represents the main point of differentiation and competitive advantage in the marketplace. This book argues that the field of corporate branding is undergoing fundamental changes and becoming more cross-disciplinary and strategically driven.
Indhold
Seneste udgave, bogCorporate branding - an evolving concept, purpose. A cross-disiplinary perspective on corporate branding. Corporate branding and the conformity trap. A communal approach to corporate branding. People living the brand. The limits of corporate branding. Corporate brand strech. Process corporate branding as organizational change. Principles for the secon wave of corporate branding
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