Corporate branding : Purpose/people/process : Towards the second wave of corporate branding.
Saved in:
| Online Access: |
Full text (MCPHS users only) |
|---|---|
| Other Authors: | , , |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Copenhagen :
Copenhagen Business School Press,
2006
|
| Subjects: | |
| Local Note: | ProQuest Ebook Central |
Table of Contents:
- CORPORATE BRANDING PURPOSE/PEOPLE/PROCESS
- Table of Contents
- 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 BrandingBranding 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 DifferentiationInputs 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 ProductWeight 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
