£133.40

Routledge Building Corporate Identity, Image and Reputation

Name: Routledge Building Corporate Identity, Image and Reputation
Brand: Routledge
Price: 133.4 GBP
Availability: InStock

Management Science

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Description

In the modern digital era, brands are no longer defined solely by the companies that own them. Instead, corporate, product, and service brands are shaped by customer experiences and word of mouth. This book from the Routledge Studies in Marketing series provides a deep look into the current and future trends of corporate branding, identity, image, and reputation. By addressing the complexity and plurality of the branding discipline, this text fills a significant gap in existing literature. It explores original research questions regarding the nature of corporate branding through both external corporate identity and internal organizational identity perspectives. This resource is designed for those seeking to understand how modern brands are constructed and perceived in a landscape driven by personal consumer interactions.

Key Features

Examines current and future trends in corporate branding, identity, image, and reputation within the digital era.

Addresses the shift in brand definition from company-led to customer-driven through personal experiences.

Provides original research questions regarding the intrinsic nature of corporate branding ideas.

Covers both external corporate identity and internal organizational identity perspectives.

Fills a specific gap in marketing literature by exploring the complexity of the branding discipline.

Product Specifications

Brand: Routledge
Format: Hardcover
ASIN: 0367531232
Category: Books > Subjects > Business, Finance & Law > Management > Management Science
Domain: Amazon UK
Release Date: 30 July 2021
Listed Since: 12 November 2020

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Routledge Building Corporate Identity, Image and Reputation

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