The Routledge Companion to Corporate Branding.
Oriol. Iglesias
Bok Engelsk 2022 · Electronic books.
| Omfang | 1 online resource (535 pages)
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| Opplysninger | Cover -- Half Title -- Series -- Title -- Copyright -- Dedication -- Table of Contents -- List of contributors -- Acknowledgments -- A An introduction to the corporate brand management field -- 1 Towards a paradigm shift in corporate branding -- 2 Demarcating the field of corporate brand management -- 3 Corporate brand management from a co-creative perspective -- 4 Welcome to the matrix: how to find and use your corporate brand's core identity -- 5 Commentary on 'Towards a paradigm shift in corporate brand management' -- B Building brands together: Co-creating corporate brands with multiple stakeholders -- 6 Embracing a co-creation paradigm of lived-experience ecosystem value creation -- 7 Brands in action: understanding corporate branding dynamics from an action net perspective -- 8 Reconceptualizing corporate brand identity from a co-creational perspective -- 9 In search of corporate brand alignment: philosophical foundations and emerging trends -- 10 Commentary on 'Co-creating corporate brands with multiple stakeholders' -- 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 -- 12 Brand experience co-creation at the time of artificial intelligence -- 13 Honey or condensed milk? Improving relative brand attractiveness through commercial and social innovations -- 14 A systematic literature review of sustainability in corporate services branding: identifying dimensions, drivers, outcomes, and future research opportunities -- 15 Building strong corporate brands: towards valuable and sustainable experiences -- D Polysemic corporate brand narratives: connecting internal and external communities -- 16 Integrating multiple voices when crafting a corporate brand narrative.. - 17 Corporate brand management and multiple voices: polyphony or cacophony? -- 18 Polysemic corporate branding: managing the idea -- 19 Visitors' destination brand engagement's effect on co-creation: an empirical study -- 20 Corporate brand narratives: polysemy, voice, and purpose -- E The temporality of corporate branding: balancing the past and future -- 21 Towards a co-creational perspective on corporate heritage branding -- 22 Cross-fertilization of heritage between product and corporate branding -- 23 Closing corporate branding gaps through authentic internal brand strategies -- 24 When history inspires brand strategy: lessons for place brands and corporate brands -- 25 Balancing the past and future in corporate branding -- F Branding inside-out: corporate culture and internal branding -- 26 Branding inside-out: development of the internal branding concept -- 27 A co-creative perspective on internal branding -- 28 Exploring how to build a strong internal brand community and its role in corporate brand co-creation -- 29 Co-creating conscientious corporate brands inside-out through values-driven branding -- 30 Branding inside-out: corporate culture and internal branding -- Index.
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| ISBN | 1-000-57358-3. - 1-003-03574-4
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