Contemporary Thoughts on Corporate Branding and Corporate Identity Management

Front Matter....Pages i-xii
Introduction....Pages 1-4
Branding: A Social Contract between a Business and Its Customer....Pages 5-22
A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance....Pages 23-46
Aligning Corporate Brand Perceptions: Does it Matter?....Pages 47-65
Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City....Pages 66-90
Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications....Pages 91-114
Organizational Branding within Creative SMEs....Pages 115-137
Corporate Identity as Strategic Management Communication: A Working Framework....Pages 138-149
The Power of Corporate Brand Names: Integrated Marketing in Action....Pages 150-165
Strategic Corporate Re-branding....Pages 166-186
Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity....Pages 187-204
Corporations as Storytellers — Stakeholders as Image Builders: Towards Impressive Corporate Communication....Pages 205-226
Back Matter....Pages 227-230