Contemporary Thoughts on Corporate Branding and Corporate Identity Management [Hardcover]

A new look at?the latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications.Branding: A Social Contract between a Business and Its Customer; R.McMurrian& J.H.Washburn A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance; H.M.Shamma& S.S.Hassan Aligning Corporate Brand Perceptions. Does it Matter?; T.Anisimova& F.Mavondo Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City; R.Stokes Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications; S.V.Halliday& S.Kuenzel Organizational Branding within Creative SMEs; S.M.Powell Corporate Identity as Strategic Management Communication: A Working Framework; L.C.Wah The Power of Corporate Brand Names: Integrated Marketing in Action; B.C.Sowa Strategic Corporate Re-Branding; P.Cettier& B.Schmitt Renault-Nissan: A Study into the Advantages of A Prior Strategic Alliance in the Development of A Post-Merger Corporate Identity; T.C.Melewar, D.Stark& E.Karaosmanoglu Corporations as Storytellers - Stakeholders as Image Builders: Towards Impressive Corporate Communication; R. Langer&R.J. VareyTATIANA ANISIMOVA has completed her PhD at the Department of Marketing, Monash University, AustraliaPATRICK CETTIER studied International Business at ESB Reutlingen, Germany, and Northeastern University, USA and completed his PhD in Finance from the University of Aachen, GermanySUE VAUX HALLIDAY is a Senior Lecturer in the marketing group in the School of Management, University of Surrey, UKSALAH S. HASSAN is the Chairman and Professor of Marketing at the School of Business, the lÜ