LEADER 08054nam 2200649Ia 450 001 9910957331303321 005 20251117064457.0 010 $a87-630-9964-0 035 $a(CKB)2670000000065972 035 $a(SSID)ssj0001358871 035 $a(PQKBManifestationID)11736740 035 $a(PQKBTitleCode)TC0001358871 035 $a(PQKBWorkID)11299401 035 $a(PQKB)11626075 035 $a(SSID)ssj0000645299 035 $a(PQKBManifestationID)11463630 035 $a(PQKBTitleCode)TC0000645299 035 $a(PQKBWorkID)10681753 035 $a(PQKB)11771559 035 $a(MiAaPQ)EBC3400778 035 $a(Au-PeEL)EBL3400778 035 $a(CaPaEBR)ebr10465534 035 $a(OCoLC)923360808 035 $a(BIP)38787920 035 $a(BIP)12840742 035 $a(EXLCZ)992670000000065972 100 $a20060215d2005 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 00$aCorporate branding $epurpose/people/process : towards the second wave of corporate branding /$fedited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba 205 $a1. ed. 210 $aKge, Denmark ;$aHerndon, VA $cCopenhagen Business School Press$d2005 215 $a252 p. $cill 300 $aBibliographic Level Mode of Issuance: Monograph 311 08$a87-630-0140-3 320 $aIncludes bibliographical references (p. 233-252). 327 $aIntro -- CORPORATE BRANDING PURPOSE/PEOPLE/PROCESS -- 1 CORPORATE BRANDING - AN EVOLVING CONCEPT -- Corporate Branding Myths -- Myth 1: Corporate Branding is Like Product Branding - Just at the Organizational Level! -- Myth 2: Corporate Branding is 'Owned' by the Marketing Department! -- Myth 3: Corporate Branding is Like a Sugar Coating! -- Myth 4: The Goal of Corporate Branding is to Standardize the Organization's Communication! -- Myth 5: Corporate Branding Automatically Mobilizes the Organization's Employees! -- Myth 6: Corporate Branding is Only Relevant for Commercial Organizations! -- Moving Towards the Second Wave of Corporate Branding -- Organization of the Book -- 2 A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING -- From Trademark to Brand -- Corporate Branding as a Cross-Disciplinary Construct -- From Product Thinking to the Organization as Brand -- From Fragmentation to Corporate Communication -- Branding through Identity and Employees -- From Positions to Strategic Reputation -- Contributions to Corporate Branding Practices -- Towards the Second Wave of Corporate Branding -- Branding Paradoxes -- 3 CORPORATE BRANDING AND THE 'CONFORMITY TRAP' -- Uniqueness and Differentiation as Themes in the Corporate Branding Literature -- Defining the 'Conformity Trap' -- The 'Uniqueness Paradox' -- Uniqueness, Differentiation and Narcissism -- Corporate Branding as Monopoly on Meaning - the Problem with Groupthink -- Corporate Branding as a Promise - the Problem of 'Path Dependency' -- Possible Ways to Escape the 'Conformity Trap' -- Uniqueness Revisited - Towards a Relationship-Based Perception of Uniqueness and Differentiation -- Inputs into New Corporate Branding Practices -- Towards Corporate Branding as Relationship -- 4 A COMMUNAL APPROACH TO CORPORATE BRANDING -- Why Focus on Integration?. 327 $aThe Creating, Connected, and Empowered Consumer -- Branded Goods Under Pressure! -- Towards a New Value Creation Paradigm -- Practical Examples of Organization and Consumer Integration -- IKEA - Integration via Co-Creation of Values and Attitudes -- Jones Soda - Integration via Co-creation of the Product -- Weight Watchers - Integration via Co-Creation of Social Communities -- Closer Integration between Organization and Consumer Create new Conditions for Corporate Branding -- A Brand Community as a 'Space' for Consumer Integration -- A Communal Approach to Corporate Branding: Implications -- Conclusion -- 5 LIVING THE BRAND -- The Employee as a Living Brand -- Living the Brand: A Marketing and Communications Based Perspective vs. a Norms and Values Based Perspective -- The Marketing and Communications Based Perspective: Living by the Brand Values -- Living the Brand in Nordea: Brand Book and 'Cascade Process' -- The Norms and Values Based Perspective: Being the Brand -- Living the Brand in LEGO Group: Implementing Brand Values through a Brand Champion -- Hybrid Models: Integrating Internal Branding and Norms and Values -- Novo Nordisk: The 'Brand Police' Model -- Bang & -- Olufsen: Discovered Values vs. Invented Values -- Issue # 1: Job Function & -- Hierarchy -- Issue # 2: Commitment & -- Loyalty -- Issue # 3: Brand Life -- Implications for Corporate Branding -- 6 THE LIMITS OF CORPORATE BRANDING: -- The Broadening of the Branding Concept -- The Branding of Nonprofit Organizations -- The Branding of Places -- Convergence, Difference and the Appropriation of Corporate Branding -- 7 CORPORATE BRAND STRETCH -- Corporate Branding Strategy:From Structure to Process -- Brand Extension:Strong Focus on the External Perspective -- Corporate Brand Stretch andOrganizational Identity and Culture -- The Corporate Brand Stretch Model. 327 $aCorporate Brand Stretch in the LEGO Group3 -- The Walt Disney Company: A Comparison -- Conclusion: Brand Extention in a Corporate Branding Perspective -- 8 CORPORATE BRANDING AS ORGANIZATIONAL CHANGE -- The Cycles of Corporate Branding -- Stating the Corporate Brand -- Organizing for the Corporate Brand -- Involving Internal and External Stakeholders -- Integrating Behind the Brand -- Monitoring the Corporate Brand -- Branding Organizational Change -- 9 PRINCIPLES FOR THE SECOND WAVE OF CORPORATE BRANDING -- Principles for the Second Wave of Corporate Branding -- Principle 1: KNOW THYSELF! -- Principle 2: BE A FACILITATOR! -- Principle 3: LEAD THROUGH INTERACTION! -- Principle 4: EMBRACE PARADOXES -- Principle 5: THINK DYNAMIC! -- Moving Towards the Second Wave of Corporate Branding -- 10 Questions to Organizations -- Bibliography. 330 $aDespite the wide range of issues the concept raises about organization and strategy, corporate branding has mainly been associated with a marketing and campaign approach. This approach characterizes what the authors have called the first wave of corporate branding. The authors argue that the field of corporate branding is undergoing fundamental changes and becoming more cross-disciplinary and strategically driven. This development represents a second wave of corporate branding, explored in the book. The second wave of corporate branding integrates concepts and experiences from strategy, marketing, corporate communication, corporate identity and organization theory. It questions core concepts of classic branding and offers a framework dedicated to the conceptual and practical development of organizations as brands. The book addresses three core themes: purpose, people, and process. What is the purpose of corporate branding as an organization-wide effort in a situation where all competing organizations claim to be unique? What are the roles of internal and external stakeholders in corporate brand building? Which processes and changes does the implementation of a corporate brand involve? Throughout the book, the authors confront the challenges and dilemmas of corporate brand management and offer new insights into how corporate brands can be studied and managed. While this book is primarily aimed at graduate and doctorate students, it also is of relevance to practitioners with an interest in moving beyond traditional mindsets in branding. 606 $aBrand name products$xManagement 606 $aCorporate image 615 0$aBrand name products$xManagement. 615 0$aCorporate image. 701 $aSchultz$b Majken$01814474 701 $aYun$b Mi Antorini$01868869 701 $aCsaba$b Fabian F$01868870 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910957331303321 996 $aCorporate branding$94476918 997 $aUNINA