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Corporate branding and communication is big business. This book aims to bring clarity and a different theoretical insight to this growing area of study. It is suitable for students of marketing, communications and international business.

Strategic International Marketing collates the most recent ideas, trends and original research in the theory and practice of global marketing strategy and tactics. Straightforward language and illustrative case studies feature throughout this text from the leading thinkers in the international marketing field.

Corporate branding and communication is big business. Companies throughout the world invest millions in strategies which aim to reinvent their profile in subtle yet important ways. The investment must be working, but what is it being spent on, and how do these rebranding exercises work?

Including contributions from academics and practitioners, this important collection unravels the complexities of this growing field of study. The text is split into three coherent sections, focusing in turn on identity, communication and reputation. Case studies are used throughout the book...

Since the early 2000s, place branding has gained interest from both academics and business practitioners all over the world. The growing mobility of individuals together with the lower cost of travel has created intense competition between geographical areas. This has stimulated the creation of Destination Management Organisations (DMOs), which are extensively adapting principles and tools of brand management to places. However, place branding as a field of research is still in a state of infancy. Place Branding: Connecting Tourist Experiences to Places, edited by Chiara Mauri, TC Melewar...

A new look atthe latest thinking and issues in the areas of branding, identity and communication, drawing on recent academic and practical thought on corporate branding. Bringing together an international array of authors, the volume includes case study examples to provide a contemporary insight into corporate marketing communications."

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.

Yet there are few empirical studies available to clarify its basic...

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.

Yet there are few empirical studies available to clarify its basic...

Brands - corporate, products, service- today are collectively defined by their customers, , deriving from personal experiences and word-of-mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation.

Islamic Marketing and Branding: A Compendium of Theory and Practice, by TC Melewar and Sharifah Faridah Syed Alwi is a timely and topical book, addressing three core objectives. The first of its aims is to give readers insights into branding and corporate marketing in the Islamic context, by enabling them to compare, contrast and comprehend how corporate-level notions such as corporate identity, corporate personality, corporate image and corporate reputations are operationalised within this framework and relate them to the concept of corporate brand equity.

This is an edited collection examining different elements of branding within the context of Asia. Written by experts, it provides insights into current applied research on the relationship between companies, brands and consumers across key Asian economies.

The Value of Design in Retail and Branding creates a much-needed bridge between different disciplines involved in retail design, bringing together a range of research and insights for practice in these disciplines, improving the impact of design.