Corporate Branding : Areas, arenas and approaches.

Corporate Branding : Areas, arenas and approaches.

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business pe...

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Bibliographic Details
Main Author: Melewar, T. C.
Other Authors: Alwi, S. F. Syed
Format: eBook
Language:English
Published: Hoboken : Taylor and Francis, 2015.
Subjects:
Marketing.
Consumers' preferences.
marketing.
Consumers' preferences
Marketing
Online Access:Click for online access
Description
Summary:A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there are few empirical studies available to clarify its basic tenets and fewer.
Physical Description:1 online resource (287 pages)
ISBN:9781317950912
1317950917
Source of Description, Etc. Note:Print version record.

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