Schultz, Majken
Corporate branding : purpose/people/process : towards the second wave of corporate branding / editors Majken Schultz,; Yun Mi Antorini,; Fabian F. Csaba - Copenhagen, Copenhagen Business School Press, 2006. - 252 pages : illustrations 25 cm.
CORPORATE BRANDING PURPOSE/PEOPLE/PROCESS
Table of Contents
1 CORPORATE BRANDING � AN EVOLVING CONCEPT
Corporate Branding Myths
Myth 1: Corporate Branding is Like Product Branding
Just at the Organizational Level!
Myth 2: Corporate Branding is �Owned� by the Marketing Department!
Myth 3: Corporate Branding is Like a Sugar Coating!
Myth 4: The Goal of Corporate Branding is to Standardize the Organization�s Communication!
Myth 5: Corporate Branding Automatically Mobilizes the Organization�s Employees! Myth 6: Corporate Branding is Only Relevant for Commercial Organizations!Moving Towards the Second Wave of Corporate Branding
Organization of the Book
2 A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING
From Trademark to Brand
Corporate Branding as a Cross-Disciplinary Construct
From Product Thinking to the Organization as Brand
From Fragmentation to Corporate Communication
Branding through Identity and Employees
From Positions to Strategic Reputation
Contributions to Corporate Branding Practices Towards the Second Wave of Corporate BrandingBranding Paradoxes
3 CORPORATE BRANDING AND THE �CONFORMITY TRAP�
Uniqueness and Differentiation as Themes in the Corporate Branding Literature
Defining the �Conformity Trap�
The �Uniqueness Paradox�
Uniqueness, Differentiation and Narcissism
Corporate Branding as Monopoly on Meaning � the Problem with Groupthink
Corporate Branding as a Promise � the Problem of �Path Dependency�
Possible Ways to Escape the �Conformity Trap� Uniqueness Revisited � Towards a Relationship-Based Perception of Uniqueness and DifferentiationInputs into New Corporate Branding Practices
Towards Corporate Branding as Relationship
4 A COMMUNAL APPROACH TO CORPORATE BRANDING
Why Focus on Integration?
The Creating, Connected, and Empowered Consumer
Branded Goods Under Pressure!
Towards a New Value Creation Paradigm
Practical Examples of Organization and Consumer Integration
IKEA � Integration via Co-Creation of Values and Attitudes Jones Soda � Integration via Co-creation of the ProductWeight Watchers � Integration via Co-Creation of Social Communities
Closer Integration between Organization and Consumer Create new Conditions for Corporate Branding
A Brand Community as a �Space� for Consumer Integration
A Communal Approach to Corporate Branding: Implications
Conclusion
5 LIVING THE BRAND
The Employee as a Living Brand
Living the Brand: A Marketing and Communications Based Perspective vs. a Norms and Values Based Perspective
9788763001403
Brand name products
Branding (Marketing)
Brand name products --management
658.827 / SCH
Corporate branding : purpose/people/process : towards the second wave of corporate branding / editors Majken Schultz,; Yun Mi Antorini,; Fabian F. Csaba - Copenhagen, Copenhagen Business School Press, 2006. - 252 pages : illustrations 25 cm.
CORPORATE BRANDING PURPOSE/PEOPLE/PROCESS
Table of Contents
1 CORPORATE BRANDING � AN EVOLVING CONCEPT
Corporate Branding Myths
Myth 1: Corporate Branding is Like Product Branding
Just at the Organizational Level!
Myth 2: Corporate Branding is �Owned� by the Marketing Department!
Myth 3: Corporate Branding is Like a Sugar Coating!
Myth 4: The Goal of Corporate Branding is to Standardize the Organization�s Communication!
Myth 5: Corporate Branding Automatically Mobilizes the Organization�s Employees! Myth 6: Corporate Branding is Only Relevant for Commercial Organizations!Moving Towards the Second Wave of Corporate Branding
Organization of the Book
2 A CROSS-DISCIPLINARY PERSPECTIVE ON CORPORATE BRANDING
From Trademark to Brand
Corporate Branding as a Cross-Disciplinary Construct
From Product Thinking to the Organization as Brand
From Fragmentation to Corporate Communication
Branding through Identity and Employees
From Positions to Strategic Reputation
Contributions to Corporate Branding Practices Towards the Second Wave of Corporate BrandingBranding Paradoxes
3 CORPORATE BRANDING AND THE �CONFORMITY TRAP�
Uniqueness and Differentiation as Themes in the Corporate Branding Literature
Defining the �Conformity Trap�
The �Uniqueness Paradox�
Uniqueness, Differentiation and Narcissism
Corporate Branding as Monopoly on Meaning � the Problem with Groupthink
Corporate Branding as a Promise � the Problem of �Path Dependency�
Possible Ways to Escape the �Conformity Trap� Uniqueness Revisited � Towards a Relationship-Based Perception of Uniqueness and DifferentiationInputs into New Corporate Branding Practices
Towards Corporate Branding as Relationship
4 A COMMUNAL APPROACH TO CORPORATE BRANDING
Why Focus on Integration?
The Creating, Connected, and Empowered Consumer
Branded Goods Under Pressure!
Towards a New Value Creation Paradigm
Practical Examples of Organization and Consumer Integration
IKEA � Integration via Co-Creation of Values and Attitudes Jones Soda � Integration via Co-creation of the ProductWeight Watchers � Integration via Co-Creation of Social Communities
Closer Integration between Organization and Consumer Create new Conditions for Corporate Branding
A Brand Community as a �Space� for Consumer Integration
A Communal Approach to Corporate Branding: Implications
Conclusion
5 LIVING THE BRAND
The Employee as a Living Brand
Living the Brand: A Marketing and Communications Based Perspective vs. a Norms and Values Based Perspective
9788763001403
Brand name products
Branding (Marketing)
Brand name products --management
658.827 / SCH