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Corporate branding [[electronic resource] ] : purpose/people/process : towards the second wave of corporate branding / / edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba
| Corporate branding [[electronic resource] ] : purpose/people/process : towards the second wave of corporate branding / / edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba |
| Edizione | [1. ed.] |
| Pubbl/distr/stampa | K©ıge, 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 |
| Soggetto genere / forma | Electronic books. |
| ISBN | 87-630-9964-0 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910458918103321 |
| K©ıge, Denmark ; ; Herndon, VA, : Copenhagen Business School Press, 2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Corporate branding [[electronic resource] ] : purpose/people/process : towards the second wave of corporate branding / / edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba
| Corporate branding [[electronic resource] ] : purpose/people/process : towards the second wave of corporate branding / / edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba |
| Edizione | [1. ed.] |
| Pubbl/distr/stampa | K©ıge, 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 |
| Record Nr. | UNINA-9910785601403321 |
| K©ıge, Denmark ; ; Herndon, VA, : Copenhagen Business School Press, 2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Corporate branding : purpose/people/process : towards the second wave of corporate branding / / edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba
| Corporate branding : purpose/people/process : towards the second wave of corporate branding / / edited by Majken Schultz, Yun Mi Antorini & Fabian F. Csaba |
| Edizione | [1. ed.] |
| Pubbl/distr/stampa | K©ıge, 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. |
| Record Nr. | UNINA-9910808634903321 |
| K©ıge, Denmark ; ; Herndon, VA, : Copenhagen Business School Press, 2005 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
The expressive organization : linkking identity, reputation, and the corporate brand / / edited by Majken Schultz, Mary Jo Hatch and Mogens Holten Larsen [[electronic resource]]
| The expressive organization : linkking identity, reputation, and the corporate brand / / edited by Majken Schultz, Mary Jo Hatch and Mogens Holten Larsen [[electronic resource]] |
| Pubbl/distr/stampa | Oxford : , : Oxford University Press, , 2023 |
| Descrizione fisica | 1 online resource (xv, 292 pages) |
| Disciplina | 658.827 |
| Collana | Oxford scholarship online |
| Soggetto topico |
Brand name products
Organizational behavior Corporate image Business and Management |
| ISBN |
1-383-01922-3
1-280-81949-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISA-996213055803316 |
| Oxford : , : Oxford University Press, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
| ||
The expressive organization : linkking identity, reputation, and the corporate brand / / edited by Majken Schultz, Mary Jo Hatch and Mogens Holten Larsen [[electronic resource]]
| The expressive organization : linkking identity, reputation, and the corporate brand / / edited by Majken Schultz, Mary Jo Hatch and Mogens Holten Larsen [[electronic resource]] |
| Pubbl/distr/stampa | Oxford : , : Oxford University Press, , 2023 |
| Descrizione fisica | 1 online resource (xv, 292 pages) |
| Disciplina | 658.827 |
| Collana | Oxford scholarship online |
| Soggetto topico |
Brand name products
Organizational behavior Corporate image Business and Management |
| ISBN |
1-383-01922-3
1-280-81949-9 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910224606203321 |
| Oxford : , : Oxford University Press, , 2023 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Taking brand initiative [[electronic resource] ] : how companies can align strategy, culture, and identity through corporate branding / / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins
| Taking brand initiative [[electronic resource] ] : how companies can align strategy, culture, and identity through corporate branding / / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins |
| Autore | Hatch Mary Jo |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | San Francisco, : Jossey-Bass, c2008 |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | SchultzMajken |
| Soggetto topico |
Corporate image
Corporate culture Branding (Marketing) |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-281-23738-8
9786611237387 0-470-24536-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave. |
| Record Nr. | UNINA-9910450900003321 |
Hatch Mary Jo
|
||
| San Francisco, : Jossey-Bass, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Taking brand initiative [[electronic resource] ] : how companies can align strategy, culture, and identity through corporate branding / / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins
| Taking brand initiative [[electronic resource] ] : how companies can align strategy, culture, and identity through corporate branding / / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins |
| Autore | Hatch Mary Jo |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | San Francisco, : Jossey-Bass, c2008 |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | SchultzMajken |
| Soggetto topico |
Corporate image
Corporate culture Branding (Marketing) |
| ISBN |
1-281-23738-8
9786611237387 0-470-24536-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave. |
| Record Nr. | UNINA-9910777499903321 |
|
Hatch Mary Jo
|
||
| San Francisco, : Jossey-Bass, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Taking brand initiative [[electronic resource] ] : how companies can align strategy, culture, and identity through corporate branding / / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins
| Taking brand initiative [[electronic resource] ] : how companies can align strategy, culture, and identity through corporate branding / / Mary Jo Hatch, Majken Schultz ; foreword by Wally Olins |
| Autore | Hatch Mary Jo |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | San Francisco, : Jossey-Bass, c2008 |
| Descrizione fisica | 1 online resource (290 p.) |
| Disciplina | 658.8/27 |
| Altri autori (Persone) | SchultzMajken |
| Soggetto topico |
Corporate image
Corporate culture Branding (Marketing) |
| ISBN |
1-281-23738-8
9786611237387 0-470-24536-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | What is corporate branding? -- The value of brands -- Who are you? -- Diagnosing your corporate brand -- Managing corporate brands as organizations grow -- The influence of empoyees and their cultures -- Through stakeholders' eyes -- Aligning vision, culture, and images -- Getting into enterprise branding : catching the third wave. |
| Record Nr. | UNINA-9910828732603321 |
|
Hatch Mary Jo
|
||
| San Francisco, : Jossey-Bass, c2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||