• Corporate Brand Management




    Corporate Brand Management

    by Krzysztof J Chmielewski

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    Doctoral Thesis / Dissertation from the year 2016 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 5.0 (summa cum laude), Kozminski University, language: English, abstract: Interest in corporate brands and corporate brand management has risen significantly in recent years. Corporate brand management has moved to the key strategic agenda not only for owners/shareholders and top management but also for other stakeholders. The major factor behind that is the modern shareholder value movement. As a result, the main task of management is to maximize shareholder value and consequently, the majority of big companies have shifted to the adoption of shareholder value as the criterion for evaluating strategies and manager's performance (Doyle, 2008, p. 22). Therefore, the main objective of the dissertation is the conceptual and empirical analysis of the corporate brand management process. The study focuses on three industries: Higher Education Institutions (HEI), Fast-Moving Consumer Goods (FMCG), and Automotive (AUTO). The reason behind the research of such a diverse group of industries is the intent not to show how a corporate brand works in a certain industry but rather to analyze the common factor: the corporate brand in the process of brand management. In order to fulfill the above stated objective, the thesis will answer the following three research questions: 1) What is the role of the corporate brand in brand management?; 2) How important is the corporate brand for the major stakeholders: company and customers?; 3) What are the most important factors in corporate brand management? In this thesis, mixed method research is used which, on the basis of a thorough literature review, combines both qualitative and quantitative methods. This is more than just the mixing of these approaches; it involves the combined use of the approaches. The research first collected qualitative data (19 interviews with seni



    Details: rank: price: $52.40 bound: publisher: Grin Publishing (March 6, 2017) lang: English asin: isbn: 3668391505, 978-3668391505, weight: 13 ounces ( filesize:


















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    Corporate Brand Management

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    Welcome to the Journal of Brand Management! The journal has established itself as the leading authoritative journal on brand management and strategy. It publishes .Contact Us Today to Get Started! Guide to Management Responsibility.of a corporate brand resides with a firm, emotional ownershipand thereby its real valuebelongs to customers and other stakeholders.Innovations in Brand Management, Corporate Communications & Social Media: New Insights and Solutions to Connect With Your Stakeholders and Drive Better Business ResultsView Corporate Brand Management Research Papers on Academia.edu for free.


    Custom Printed Promotional Items With Your Business Name & Logo!Cisco Systems, Inc.The Council on Corporate Brand Management is a forum for off-the-record discussion focused on key branding issues and state of the art management practice.Corporate Brand Management Marken als Anker strategischer Fhrung von Unternehmen. Authors: . Aufbau und Steuerung der Corporate Brand. Chapter Pages 53-74.Compare the Best Reputation Fixers. Read Reviews & Ratings Instantly.Cisco Systems, Inc.Articles from and inspired by the 13th International Corporate Identity Group (ICIG) Symposium theme Corporate brand management - a leadership perspectiveJournal of Product & Brand Management The Nobel Prize: the identity of a corporate heritage brand Mats Urde Stephen A Greyser Article information:As the economic and commercial benefits of global corporate brands become more apparent, questions about the nature of corporate brand management have intensified.


    Contact Us Today to Get Started! Guide to Management Responsibility.Contact Us Today to Get Started! Guide to Management Responsibility.Contents.Contact Us Today to Get Started! Guide to Management Responsibility.1 Corporate Brand Management in Higher Education: The Case of ERAU Introduction The higher education sector in the USA has become one of the fastest growing industries.Our MSc in Applied Corporate Brand Management enjoys the input from a dedicated corporate advisory board made up of experts from the branding world, including senior .Job Description: Brand Manager. . Marketing agencies and consultancies that specialise in brand management usually look for candidates with marketing and commercial . 07f867cfac


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