Corporate branding : Purpose/people/process : Towards the second wave of corporate branding.

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Bibliographic Details
Other Authors:	Schultz, Majken, Antorini, Yun Mi, Csaba, Fabian F.
Format:	eBook
Language:	English
Published:	Copenhagen : Copenhagen Business School Press, 2006.
Subjects:	Branding (Marketing) Brand name products. branding. BUSINESS & ECONOMICS > Industrial Management. BUSINESS & ECONOMICS > Management. BUSINESS & ECONOMICS > Management Science. BUSINESS & ECONOMICS > Organizational Behavior. Brand name products
Online Access:	Click for online access

Table of Contents:

CORPORATE BRANDING PURPOSE/PEOPLE/PROCESS
Table of Contents
1 CORPORATE BRANDING â€? AN EVOLVING CONCEPT
Corporate Branding Myths
Myth 1: Corporate Branding is Like Product Branding
Just at the Organizational Level!
Myth 2: Corporate Branding is â€?Ownedâ€? by the Marketing Department!
Myth 3: Corporate Branding is Like a Sugar Coating!
Myth 4: The Goal of Corporate Branding is to Standardize the Organizationâ€?s Communication!
Myth 5: Corporate Branding Automatically Mobilizes the Organizationâ€?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 â€?CONFORMITY TRAPâ€?
Uniqueness and Differentiation as Themes in the Corporate Branding Literature
Defining the â€?Conformity Trapâ€?
The â€?Uniqueness Paradoxâ€?
Uniqueness, Differentiation and Narcissism
Corporate Branding as Monopoly on Meaning â€? the Problem with Groupthink
Corporate Branding as a Promise â€? the Problem of â€?Path Dependencyâ€?
Possible Ways to Escape the â€?Conformity Trapâ€?
Uniqueness Revisited â€? 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 â€? Integration via Co-Creation of Values and Attitudes
Jones Soda â€? Integration via Co-creation of the ProductWeight Watchers â€? Integration via Co-Creation of Social Communities
Closer Integration between Organization and Consumer Create new Conditions for Corporate Branding
A Brand Community as a â€?Spaceâ€? 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

Corporate branding : Purpose/people/process : Towards the second wave of corporate branding.

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