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[null,"1.","Record Nr.",null,"UNINA9910873314703321"]
[null,null,"Titolo",null,"International Multi-Conference on Computing in the Global Information Technology : [proceedings]"]
[null,null,"Pubbl/distr/stampa",null,"Piscataway, NJ, : Institute of Electrical and Electronic Engiineers"]
[{"$nulls":4},"Red Hook, NY, : Available from Curran Associates"]
[null,null,"Disciplina",null,"621.3"]
[null,null,"Soggetti",null,"Telecommunication"]
[{"$nulls":4},"Information technology"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Periodico"]
[null,"2.","Record Nr.",null,"UNINA9910957331303321"]
[null,null,"Titolo",null,"Corporate branding : purpose/people/process : towards the second wave of corporate branding / / edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba"]
[null,null,"Pubbl/distr/stampa",null,"Kge, Denmark ; ; Herndon, VA, : Copenhagen Business School Press, 2005"]
[null,null,"ISBN",null,"87-630-9964-0"]
[null,null,"Edizione",null,"[1. ed.]"]
[null,null,"Descrizione fisica",null,"252 p. : ill"]
[null,null,"Soggetti",null,"Brand name products - Management"]
[{"$nulls":4},"Corporate image"]
[null,null,"Lingua di pubblicazione",null,"Inglese"]
[null,null,"Formato",null,"Materiale a stampa"]
[null,null,null,"Livello bibliografico","Monografia"]
[null,null,null,"Note generali","Bibliographic Level Mode of Issuance: Monograph"]
[null,null,null,"Nota di bibliografia","Includes bibliographical references (p. 233-252)."]
[null,null,"Nota di contenuto",null,"Intro -- CORPORATE BRANDING PURPOSE/PEOPLE/PROCESS -- 1 CORPORATE BRANDING - AN EVOLVING CONCEPT -- Corporate Branding Myths -- Myth 1: Corporate Branding is Like Product Branding - Just at the Organizational Level! -- Myth 2: Corporate Branding is 'Owned' by the Marketing Department! -- Myth 3: Corporate Branding is Like a Sugar Coating! -- Myth 4: The Goal of Corporate Branding is to Standardize the Organization's Communication! -- Myth 5: Corporate Branding Automatically Mobilizes the Organization's Employees! -- Myth 6: Corporate Branding is Only Relevant for Commercial Organizations! -- Moving Towards the Second Wave of Corporate Branding -- Organization of the Book -- 2 A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING -- From Trademark to Brand -- Corporate Branding as a Cross-Disciplinary Construct -- From Product Thinking to the Organization as Brand -- From Fragmentation to Corporate Communication -- Branding through Identity and Employees -- From Positions to Strategic Reputation -- Contributions to Corporate Branding Practices -- Towards the Second Wave of Corporate Branding -- Branding Paradoxes -- 3 CORPORATE BRANDING AND THE 'CONFORMITY TRAP' -- Uniqueness and Differentiation as Themes in the Corporate Branding Literature -- Defining the 'Conformity Trap' -- The 'Uniqueness Paradox' -- Uniqueness, Differentiation and Narcissism -- Corporate Branding as Monopoly on Meaning - the Problem with Groupthink -- Corporate Branding as a Promise - the Problem of 'Path Dependency' -- Possible "]
[{"$nulls":4},"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?."]
[{"$nulls":4},"The Creating, Connected, and Empowered Consumer -- Branded Goods Under Pressure! -- Towards a New Value Creation Paradigm -- Practical Examples of Organization and Consumer Integration -- IKEA - Integration via Co-Creation of Values and Attitudes -- Jones Soda - Integration via Co-creation of the Product -- Weight Watchers - Integration via Co-Creation of Social Communities -- Closer Integration between Organization and Consumer Create new Conditions for Corporate Branding -- A Brand Community as a 'Space' for Consumer Integration -- A Communal Approach to Corporate Branding: Implications -- Conclusion -- 5 LIVING THE BRAND -- The Employee as a Living Brand -- Living the Brand: A Marketing and Communications Based Perspective vs. a Norms and Values Based Perspective -- The Marketing and Communications Based Perspective: Living by the Brand Values -- Living the Brand in Nordea: Brand Book and 'Cascade Process' -- The Norms and Values Based Perspective: Being the Brand -- Living the Brand in LEGO Group: Implementing Brand Values through a Brand Champion -- Hybrid Models: Integrating Internal Branding and Norms and Values -- Novo Nordisk: The 'Brand Police' Model -- Bang &amp -- Olufsen: Discovered Values vs. Invented Values -- Issue # 1: Job Function &amp -- Hierarchy -- Issue # 2: Commitment &amp -- Loyalty -- Issue # 3: Brand Life -- Implications for Corporate Branding -- 6 THE LIMITS OF CORPORATE BRANDING: -- The Broadening of the Branding Concept -- The Branding of Nonprofit Organizations -- The Branding of Places -- Convergence, Difference and the Appropriation of Corporate Branding -- 7 CORPORATE BRAND STRETCH -- Corporate Branding Strategy:From Structure to Process -- Brand Extension:Strong Focus on the External Perspective -- Corporate Brand Stretch andOrganizational Identity and Culture -- The Corporate Brand Stretch Model."]
[{"$nulls":4},"Corporate 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."]
[null,null,null,"Sommario/riassunto","Despite 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 "]
[{"$nulls":4},"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."]