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Managing corporate brands: a new approach to corporate communication

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Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lengths to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed. Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand

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Detail Information

Series Title

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Call Number

659.2 DOW c

Publisher

Wiesbaden : Dt. Univ.-Verl.., 2007

Collation

1 online resource (XXIII, 322 pages) : illustratio

Language

English

ISBN/ISSN

9783835095991

Classification

659.2

Content Type

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Media Type

-

Carrier Type

-

Edition

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Subject(s)

Brand name products
Corporate image
Academic theses
Affaires
Citra perusahaan
Brand name products -- Management

Specific Detail Info

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Statement of Responsibility

Thesis, Dissertation, English, 2007

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