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Corporate Branding - Areas, arenas and approaches (Hardcover)
Loot Price: R4,451
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Corporate Branding - Areas, arenas and approaches (Hardcover)
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A strong corporate image has power in a competitive marketplace.
Its influence on reputational value and customer decision-making is
only now beginning to be understood. Interest in corporate branding
is exploding as marketing academics and professionals begin to
realize how it can boost business performance in measurable ways.
For example, it promotes customer patronage without expensive
advertising and raises profitability by enabling companies to
leverage their brand image when buying from particular sources. Yet
there are few empirical studies available to clarify its basic
tenets and fewer still that help us understand corporate branding
in different parts of the world. Existing books focus mainly on
conceptual ideas and real-life examples. Corporate Branding: Areas,
arenas and approaches is a unique take on corporate branding that
provides a global overview through rigorous research of different
geographical areas across industries. An international range of
leading scholars contribute their coverage across three clear
themes: Area: geographical areas across the globe including the UK,
USA, Europe and Asia; Arena: a variety of commercial and
not-for-profit sectors, both B2B and B2C; Approach: methodological
approaches to brand research design, including qualitative,
quantitative, case studies, interpretivistic and social narrative.
These three themes enable the reader to consider corporate branding
from more perspectives and in more ways than any other corporate
branding book. The result is an understanding of this strategically
important, growing subject that cannot be found anywhere else. This
book is an essential read for any branding student or interested
professional.
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