Experiential marketing: how to get customers to sense, feel, think, act, and …

Moving beyond traditional "features-and-benefits" marketing, Schmitt presents a revolutionary approach to marketing for the branding and information age. Schmitt shows how managers can create holistic experiences for their customers through brands that provide sensory, affective, and creative associations as well as lifestyle marketing and social identity campaigns

Managing corporate brands: a new approach to corporate communication

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 decis…

Corporate reputations: strategies for developing the corporate brand

Explains how to measure, shape and refine a corporation's image and reputation. The approach described in this text includes analysis of corporate identity, brand images, corporate strategies and organizational structure. Case studies are used throughout to demonstrate successful practice

Crisis, issues and reputation management

Corporate leaders acknowledge that reputation is their most important asset. But, is reputation properly understood, proactively managed and protected from potentially damaging issues and crises? Andrew Griffin looks at where the risks to reputation come from and shows how organizations can predict, prevent and prepare. He provides guidance on how to devise issue-resolution strategies, respond …

Crisis, issues and reputation management

Edition

-

ISBN/ISSN

9780749469924

Collation

xvi, 262 pages ; 23 cm

Series Title

-

Call Number

659.2 GRI c

The global corporate brand book

The definition of an organization is its brand, which has a measurable value. This new book examines the ways in which public relations practitioners can assume a leading role in building brand value by establishing trust and enhancing reputation for every type of entity. There are lessons for large corporations, family companies, professional service firms, NGOs, not-for-profit organizations …

Taking brand initiative: how companies can align strategy, culture, and ident…

Taking Brand Initiative offers a revolutionary approach to corporate branding that looks beyond the marketing value of brands company-to-customer and the HR significance of brands company-to-employee. It places the management of brands at the senior level of management as it radiates throughout the organization. In this groundbreaking book, international branding thought leaders, Mary Jo Hatch …

Balanced brand: how to balance the stakeholder forces that can make or break …

Companies usually assume if their sales are good, then their brand and reputation must be strong. But all too often, they don't have a clear understanding of the values that drive brand and reputation and actually sustain long-term profitability and growth. This leaves companies vulnerable to dangerous backlash between corporate values, and those of their stakeholders: customers, employees, sha…

Corporate social responsibility: doing the most good for your company and you…

One of the business world's foremost though leaders presents a "social responsibility bible" for corporations. Companies on the whole are looking to support more good causes, but are ill-informed of their options - both in terms of the organizations they might choose among and also how to work philanthropy into their existing budgets.

Winning reputations: how to be your own spin doctor

Winning Reputations: How to Be Your Own Spin Doctor provides practical advice on how to manage your personal PR, in order to develop your career, promote your business, or cary out campaigns for change. It focuses upon reputation as the key to world-class individuals, companies, and great brands, and includes many compelling examples and cases, as well as a toolkit and a plan for building one.