افکار معاصر در مورد برندسازی شرکتی و مدیریت هویت سازمانی ۲۰۰۸
Contemporary Thoughts on Corporate Branding and Corporate Identity Management 2008

1. Cover

2. Contents

3. Figures, Tables and Appendices

4. About the Contributors

5. Introduction

1 Branding: A Social Contract between a Business and Its Customer

2 A Multiple Stakeholder Perspective for Measuring Corporate Brand Equity: Linking Corporate Brand Equity with Corporate Performance

3 Aligning Corporate Brand Perceptions: Does it Matter?

4 Vision, Image, Reputation and Relationships: Critical Drivers in Developing an Airport City

5 Brand Identification: A Theory-based Construct for Conceptualizing Links between Corporate Branding, Identity and Communications

6 Organizational Branding within Creative SMEs

7 Corporate Identity as Strategic Management Communication: A Working Framework

8 The Power of Corporate Brand Names: Integrated Marketing in Action

9 Strategic Corporate Re-branding

10 Renault-Nissan: A Study into the Advantages of a Prior Strategic Alliance in the Development of a Post-merger Corporate Identity

11 Corporations as Storytellers – Stakeholders as Image Builders: Towards Impressive Corporate Communication

17. Index