Corporate Branding: Purpose/People/Process

CORPORATE BRANDING, Majken Schultz m. fl., emne: organisation og ledelse CORPORATE BRANDING af Majken Schultz, Yun Mi Antorini og Fabian F. Casaba Sprog: engelsk This book argues that the field of corporate branding is undergoing fundamental changes and becoming more cross-disciplinary and strategically driven. The book addresses three core themes: purpose, people, and process. What is the purpose of corporate branding as an organization-wide effort in a situation where all competing organizations claim to be unique? What are the roles of internal and external stakeholders in corporate brand building? Which processes and changes does the implementation of a corporate brand involve? Throughout the book, the authors confront the challenges and dilemmas of corporate brand management and offer new insights into how corporate brands can be studied and managed. Udgivet af Copenhagen Business School Press i 2005