Advances in corporate branding / edited by John M.T. Balmer, Brunel University London, UK, Shaun M. Powell, University of Wollongong, Australia, Joachim Kernstock, Center of Competence for Brand Management, Switzerland, and Tim Oliver Brexendorf, WHU - Otto Beisheim School of Management, Germany.
Balmer, John M. T.; Powell, Shaun M.; Kernstock, Joachim, 1966-; Brexendorf, Tim Oliver, 1973-
2017
HF5415.1255 .A39 2017
Available Online

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Title Advances in corporate branding / edited by John M.T. Balmer, Brunel University London, UK, Shaun M. Powell, University of Wollongong, Australia, Joachim Kernstock, Center of Competence for Brand Management, Switzerland, and Tim Oliver Brexendorf, WHU - Otto Beisheim School of Management, Germany.
ISBN 1352000075
9781352000078
9781352000085
1352000083
DOI https://doi.org/10.1057/978-1-352-00008-5
Published London : Palgrave Macmillan, [2017]
Language English
Description 1 online resource
Other Standard Identifiers 10.1057/978-1-352-00008-5 doi
Call Number HF5415.1255 .A39 2017
Dewey Decimal Classification 658.8/27
Summary This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.
Bibliography, etc. Note Includes bibliographical references and index.
Access Note Access limited to authorized users.
Digital File Characteristics text file
PDF
Added Author Balmer, John M. T.
Powell, Shaun M.
Kernstock, Joachim, 1966-
Brexendorf, Tim Oliver, 1973-
Series Journal of brand management: advanced collections.
In Springer eBooks
Available in Other Form Advances in corporate branding.
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
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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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