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University branding has increased substantially, due to demands on
universities to enrol greater numbers of students, rising tuition
fees, the proliferation of courses, the growing
'internationalization' of universities, financial pressures, and
reliance on income from foreign students. As higher education
continues to grow, increased competition places more pressure on
institutions to market their programs. Technological, social, and
economic changes have necessitated a customer-oriented marketing
system and a focus on developing the university brand. This book is
unique in providing a composite overview of strategy, planning, and
measurement informed by ground-breaking research and the
experiences of academics. It combines theoretical and
methodological aspects of branding with the views of leading
exponents of branding in different contexts and across a range of
higher education institutions. Expert contributors from research
and practice provide relevant and varying perspectives allowing
readers to access information on international trends, theory, and
practices about branding in higher education. Readers are exposed
to the critical elements of strategic brand management, gain
insights into the planning process of higher education branding,
and gain a solid understanding of the emerging research area of
branding concepts in higher education. Advanced students, and
researchers will find this book a unique resource and it will also
be of interest to brand practitioners in both education and public
sector markets.
Brands - corporate, products, service - today are collectively
defined by their customers, deriving from personal experiences and
word of mouth. This book acts as a forum for examining current and
future trends in corporate branding, identity, image and
reputation. Recognising the complexity and plurality at the heart
of the corporate branding discipline, this book fills a gap in the
literature by posing a number of original research questions on the
intrinsic nature of corporate branding ideas from corporate
(external) and organisation (internal) identity perspectives as
they relate to brand management, corporate reputation, marketing
communications, social media, smart technology, experiential and
sensory marketing. It incorporates current thinking and
developments by both multidisciplinary academics and practitioners,
combining a comprehensive theoretical foundation with practical
insights. The text will serve as an important resource for the
marketing, identity and brand practitioners requiring more than
anecdotal evidence on the structure and operation of stakeholders
communication in different geographical areas. It determines
current practices and researches in diverse areas, regions and
commercial and non-commercial sectors across the world. The book
provides scholars, researchers and postgraduate students in
business and marketing with a comprehensive treatment of the nature
of relationships between companies, brands and stakeholders in
different areas and regions of the world.
Brands - corporate, products, service - today are collectively
defined by their customers, deriving from personal experiences and
word of mouth. This book acts as a forum for examining current and
future trends in corporate branding, identity, image and
reputation. Recognising the complexity and plurality at the heart
of the corporate branding discipline, this book fills a gap in the
literature by posing a number of original research questions on the
intrinsic nature of corporate branding ideas from corporate
(external) and organisation (internal) identity perspectives as
they relate to brand management, corporate reputation, marketing
communications, social media, smart technology, experiential and
sensory marketing. It incorporates current thinking and
developments by both multidisciplinary academics and practitioners,
combining a comprehensive theoretical foundation with practical
insights. The text will serve as an important resource for the
marketing, identity and brand practitioners requiring more than
anecdotal evidence on the structure and operation of stakeholders
communication in different geographical areas. It determines
current practices and researches in diverse areas, regions and
commercial and non-commercial sectors across the world. The book
provides scholars, researchers and postgraduate students in
business and marketing with a comprehensive treatment of the nature
of relationships between companies, brands and stakeholders in
different areas and regions of the world.
Place branding as a field of research is still in a state of
infancy. This book seeks to address this, offering a theory of
place branding based on the tourist experience, keeping in mind the
roles of stakeholders, both public and private organisations and
DMOs in managing the place brand. Place Branding: Connecting
Tourist Experiences to Places seeks to build a customer-based view
of place branding through focusing on the individual as a tourist
who travels to undertake a memorable experience. The place is the
key creator of this experience, which begins well before the
travel-to and ends well after the travel-back. Individuals choose
the places where to go, collect information on them, ask for advice
and suggestions from fellow travellers, give feedback when they
come back and talk a lot about their experience, spreading
word-of-mouth. The book enables readers to understand how the
tourist experience can be managed as a brand. Readers are exposed
to a variety of problems, methodological approaches, and
geographical areas, which allows them to adapt frames to different
contexts and situations. This book is recommended reading for
students and scholars of business, marketing, tourism, urban
studies and public diplomacy, as well as practitioners, business
consultants and people working in public administration and
politics.
Islamic Marketing and Branding: Theory and Practice provides a
concise mix of theory, primary research findings and practice that
will engender confidence in both students and practitioners alike
by means of the case study included in each chapter. Through three
main parts (Branding and Corporate Marketing; Religion, Consumption
and Culture; and Strategic Global Orientation), this book provides
readers, from areas across the spectrum covering marketing,
organisational studies, psychology, sociology and communication and
strategy, with theoretical and managerial perspectives on Islamic
marketing and branding. In particular, it addresses: Insights into
branding and corporate marketing in the Islamic context. An
introduction to Islamic consumption and culture, rules and
regulations in brands and consumption in Islamic markets. An
identification of how the strategic global orientation of the
Islamic approach is practised and how it works in different Islamic
countries such as emerging countries. Readers are introduced to a
variety of business and management approaches which, once applied
to their business strategies, will increase their chances of
successful implementation. Addressing both theoretical and
practical insights, this book is essential reading for marketing
and branding scholars and students, as well as CEOs, brand managers
and consultants with an interest in this area.
In a world of stiff competition, companies must increase awareness
of who they are and what they are doing in the minds of their
stakeholders. Studies on the interface between identity, image and
communication have failed to offer a comprehensive approach to this
key concern. For the first time, this book takes a look at the link
between identity, image and communication, and at how these can be
best utilized in the process of coherent corporate brand
management. This text presents contemporary scholarly and
managerial thinking in the area of corporate identity,
communication and reputation by some of the leading experts from
the US, Europe and Australia. It provides an overview of the most
up-to-date research-based and practical writings and presents the
issues in an accessible and comprehensive style. Each chapter
follows a standard template to ensure consistency of style and
approach and contains pedagogy including case vignettes, exercises
for discussion and key points boxes. Communication and Reputation
will be vital reading for all those studying or practising
corporate branding, marketing communication, reputation management,
public relations and organizational behaviour.
Even before the outbreak of COVID-19, scholars and marketers alike
were paying increased attention to the complex array of
stakeholders that corporations need to address to maintain a strong
brand, identity, and reputation. To date, however, little empirical
research into these issues has been published, and no single work
has taken stock of the major changes in the field of stakeholder
communication as they apply to corporate branding. The Emerald
Handbook of Multi-Stakeholder Communication gathers an
international, multidisciplinary team of experts to present just
such sorely needed insight into effective brand messaging for
multiple stakeholders, all while utilizing a diverse array of
theoretical and methodological approaches that cumulatively present
an up-to-date overview of the whole field. Starting with an
introductory section on corporate messaging in a post-COVID era,
chapters cover branding, identity, and reputation, respectively
before covering differing marketing approaches and building a
concluding reflection on future challenges and opportunities. These
chapters offer comparative analyses of many different types of
stakeholders from all over the globe. B2C, B2B, C2C and P2P
contexts are all considered, as are recent developments in the
field related to social media relations, sustainability and
inclusivity, and virtual, mixed, and augmented reality. This
comprehensive handbook is a must-have resource not only for
students and researchers in business, management, brand management,
communication, consumer behaviour, and marketing, but also for
marketing practitioners, advertising and PR practitioners, and
business consultants.
Islamic Marketing and Branding: Theory and Practice provides a
concise mix of theory, primary research findings and practice that
will engender confidence in both students and practitioners alike
by means of the case study included in each chapter. Through three
main parts (Branding and Corporate Marketing; Religion, Consumption
and Culture; and Strategic Global Orientation), this book provides
readers, from areas across the spectrum covering marketing,
organisational studies, psychology, sociology and communication and
strategy, with theoretical and managerial perspectives on Islamic
marketing and branding. In particular, it addresses: Insights into
branding and corporate marketing in the Islamic context. An
introduction to Islamic consumption and culture, rules and
regulations in brands and consumption in Islamic markets. An
identification of how the strategic global orientation of the
Islamic approach is practised and how it works in different Islamic
countries such as emerging countries. Readers are introduced to a
variety of business and management approaches which, once applied
to their business strategies, will increase their chances of
successful implementation. Addressing both theoretical and
practical insights, this book is essential reading for marketing
and branding scholars and students, as well as CEOs, brand managers
and consultants with an interest in this area.
Scholarly studies of value creation for consumer experience
constitute a very fragmented field, spanning the disciplines of
design, branding and marketing. The Value of Design in Retail and
Branding creates a much-needed bridge between different disciplines
involved in retail design, bringing together a range of research
and insights for practice in these disciplines, improving the
impact of design. Here Katelijn Quartier, Ann Petermans, TC Melewar
and Charles Dennis bring together a team of field-leading,
practice-based experts in order to offer an interdisciplinary,
practice-oriented inquiry into how design plays a key role in
defining a successful retail environment and experience. In four
sections organised around the concepts of design, experience,
context, and interdisciplinarity, contributors highlight how to
achieve impactful branding and retail-experience design through a
focus on such issues as local relevance and storytelling. As each
chapter concludes by explaining how its findings can feed into
practice, this book begins filling the gap between academic
journals and visual case studies, ultimately providing fertile
ground for further debate around best practice. For its
interdisciplinary approach, its scholarly rigour, and its clearly
articulated implications for practice, The Value of Design in
Retail and Branding is of interest to scholars of design, branding
and marketing as well as to practitioners within these fields.
Recently, many researchers have found that their work crosses the
borders of design, branding and marketing. This orientation finds
itself in contrast to the generally discipline-delineated world of
academic journal publishing where cross-sector studies often find
difficulties in acceptance (design-based work in marketing being
particularly poorly represented). This unique book focuses upon
service design, including retail and multi-channel marketing
matters pertinent to the current age where physical contact with
consumers has resurfaced as an enduring part of the marketing and
branding landscape - complementary to online and virtual worlds.
The span of the text goes from what may be regarded as
micro-environmental issues of type design and the semiotics of
brand meanings towards macro-environmental concerns of city design
and ecological threat, all relative to living within any world (and
all worlds) that businesses and consumers may co-create or are
invited and welcomed to in their own multi-layered experience.
University branding has increased substantially, due to demands on
universities to enrol greater numbers of students, rising tuition
fees, the proliferation of courses, the growing
'internationalization' of universities, financial pressures, and
reliance on income from foreign students. As higher education
continues to grow, increased competition places more pressure on
institutions to market their programs. Technological, social, and
economic changes have necessitated a customer-oriented marketing
system and a focus on developing the university brand. This book is
unique in providing a composite overview of strategy, planning, and
measurement informed by ground-breaking research and the
experiences of academics. It combines theoretical and
methodological aspects of branding with the views of leading
exponents of branding in different contexts and across a range of
higher education institutions. Expert contributors from research
and practice provide relevant and varying perspectives allowing
readers to access information on international trends, theory, and
practices about branding in higher education. Readers are exposed
to the critical elements of strategic brand management, gain
insights into the planning process of higher education branding,
and gain a solid understanding of the emerging research area of
branding concepts in higher education. Advanced students, and
researchers will find this book a unique resource and it will also
be of interest to brand practitioners in both education and public
sector markets.
Corporate branding and communication is big business. Companies
throughout the world invest millions in strategies which aim to
reinvent their profile in subtle yet important ways. The investment
must be working, but what is it being spent on, and how do these
rebranding exercises work? Including contributions from academics
and practitioners, this important collection unravels the
complexities of this growing field of study. The text is split into
three coherent sections, focusing in turn on identity,
communication and reputation. Case studies are used throughout the
book to illustrate important issues, such as the basic principles
of visual communication, the importance of reaching both internal
and external stakeholders, and the challenges faced by companies
working in multi-cultural environments. This book brings clarity
and new theoretical insights to an important aspect of modern
business. It is an invaluable companion for all students,
researchers and practitioners with an interest in marketing,
communications and international business.
Place branding as a field of research is still in a state of
infancy. This book seeks to address this, offering a theory of
place branding based on the tourist experience, keeping in mind the
roles of stakeholders, both public and private organisations and
DMOs in managing the place brand. Place Branding: Connecting
Tourist Experiences to Places seeks to build a customer-based view
of place branding through focusing on the individual as a tourist
who travels to undertake a memorable experience. The place is the
key creator of this experience, which begins well before the
travel-to and ends well after the travel-back. Individuals choose
the places where to go, collect information on them, ask for advice
and suggestions from fellow travellers, give feedback when they
come back and talk a lot about their experience, spreading
word-of-mouth. The book enables readers to understand how the
tourist experience can be managed as a brand. Readers are exposed
to a variety of problems, methodological approaches, and
geographical areas, which allows them to adapt frames to different
contexts and situations. This book is recommended reading for
students and scholars of business, marketing, tourism, urban
studies and public diplomacy, as well as practitioners, business
consultants and people working in public administration and
politics.
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.
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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Paperback
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Discovery Miles 3 300
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