| Edizione | [1. ed.] |
| Pubbl/distr/stampa |
Kge, Denmark ; ; Herndon, VA, : Copenhagen Business School Press, 2005
|
| Descrizione fisica |
252 p. : ill
|
| Altri autori (Persone) |
SchultzMajken
YunMi Antorini
CsabaFabian F
|
| Soggetto topico |
Brand name products - Management
Corporate image
|
| ISBN |
87-630-9964-0
|
| Formato |
Materiale a stampa  |
| Livello bibliografico |
Monografia |
| Lingua di pubblicazione |
eng
|
| Nota di contenuto |
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 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?.
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 & -- 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.
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.
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| Record Nr. | UNINA-9910957331303321 |
Info
Corporate branding [[electronic resource] ] : purpose/people/process : towards the second wave of corporate branding / / edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba