[PDF] Internal Brand Management In An International Context eBook

Author : Christina Ravens
Publisher : Springer Science & Business Media
Page : 330 pages
File Size : 32,52 MB
Release : 2013-10-29
Category : Business & Economics
ISBN : 3658007540

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Employees with a sound knowledge of and strong commitments to a brand are likely to display behaviors that conform to a brand’s identity, so called brand citizenship behavior. Organizations have access to various internal branding instruments that support commitment structures but multinational corporations are challenged by a diverse workforce environment. The study analyzes the relevance of these instruments across a German, Chinese and North American sample. This research further analyzes the impact of an individual’s cultural values on brand commitment which is an antecedent to brand citizenship behavior.

Author : Christoph Burmann
Publisher : Springer Nature
Page : 322 pages
File Size : 25,78 MB
Release : 2023-03-13
Category : Business & Economics
ISBN : 3658401893

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This textbook provides a comprehensive overview of identity-based brand management based on current research. The authors focus on the design of the brand identity, which covers the internal perspective of brand management, and the resulting external brand image perceived by consumers and other audiences. The book covers topics such as brand positioning, the design of the brand architecture and brand elements, the management of brand touchpoints and the customer journey, as well as multi-sensory brand management and brand management in a digital environment. Further topics covered are international brand management, brand management in the retail sector, in social media and on digital brand platforms (electronic marketplaces). Numerous practical examples illustrate the applicability of the concept of identity-based brand management. The authors show that the concept of identity-based brand management is a valuable management model to make brands successful. In the 2nd edition, all chapters were fundamentally revised and up-to-date practical examples as well as latest research findings were added. Additional material is available via an app: Download the Springer Nature Flashcards App and use exclusive content to test your knowledge.

Author : Francesca Dall'Olmo Riley
Publisher : Routledge
Page : 818 pages
File Size : 17,8 MB
Release : 2016-07-15
Category : Business & Economics
ISBN : 1317751574

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The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.

Author : F. Joseph LePla
Publisher : AuthorHouse
Page : 235 pages
File Size : 29,20 MB
Release : 2012-05-04
Category : Business & Economics
ISBN : 1467039500

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It takes strength to compete. Becoming a well-known and well-regarded brand enhances a companys strength. Internal brandingespecially in service industriesis essential for longevity, great competitive strength, and high financial value. Driven by a shared, authentic corporate culture and guided by top management, employees will build brand value in all their actions and interactions every day. Create a Brand That Inspires: How to Sell, Organize, and Sustain Internal Branding effectively addresses three core brand management challenges in readers organizations: selling the brand to senior management, organizing the brand on all management levels, and living the brand within each of the companys internal communities. The book includes sixteen international case studies complete with pictures, interviews and examples from a wide range of industries. The long-term, hands-on experience of the co-authors and their unique perspectives on how to successfully develop and manage internal branding make this study a rewarding read for executives, managers and team leaders.

Author : John M. T. Balmer
Publisher : Springer
Page : 219 pages
File Size : 42,34 MB
Release : 2016-11-14
Category : Business & Economics
ISBN : 1352000083

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This prestigious edited collection of articles from the Journal of Brand Management discusses the impact of research on our understanding of corporate brand characteristics and corporate brand management to date. A wide range of topics are covered, including franchise brand management, co-creation of corporate brands, alliance brands, the role of internal branding in the delivery of employee brand promise, and the expansion into new approaches. Advances in Corporate Branding is essential reading for those undertaking a PhD programme or by upper level students looking for rigorous academic material on the subject and for scholars and discerning practitioners, acting as 'advanced introductions'.

Author : Hasnizam Shaari
Publisher : UUM Press
Page : 213 pages
File Size : 32,31 MB
Release : 2018-01-01
Category : Design
ISBN : 9672064748

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This book is about research in brand management and contemporary issues in marketing. It is designed to bring today’s professionals, managers, academicians and students the current research findings relating to issues in branding and marketing across the globe. Generally, branding has been accepted as an important strategy in managing business and marketing activities. This is because effective branding and marketing strategies can help improve business performance and bring up companies to a better position. Hence, this book is a good reference to those who wanted to understand factors influencing product and service brand performance, issues on brand loyalty, consumer purchase intention and Islamic retailing.

Author : Management Association, Information Resources
Publisher : IGI Global
Page : 1755 pages
File Size : 34,72 MB
Release : 2018-01-05
Category : Business & Economics
ISBN : 1522551883

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Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Author : Jerome Joseph
Publisher :
Page : 172 pages
File Size : 34,58 MB
Release : 2019-03-14
Category : Education
ISBN : 9789810741112

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Today Internal Branding has become one of the most important aspects of an organisation's branding strategy and their quest for competitive differentiation. An organisation which is not aligned on the inside often fails to deliver their brand consistently to their external stakeholders. The biggest mistake organizations make is to invest in external branding without focusing from within, leaving your employees unaligned, disorientated and disconnected from your brand. Until everyone from your CEO to your intern can accurately and consistently articulate your brand's promise, how do you expect your customers to?The best brand growth strategies start from within!Foster a culture of brand building where every employee not just understands their brand promise but believes in it and knows how to deliver on it consistently. This book will present you steps on how to Grow your Brand from Within using our 6-Step Internal Brand Strategy Action Plan. You will learn how to impact your internal audience with the right strategies so that you can build a living, breathing force that will promote your brand better than any other marketing campaign.The book will also feature over 20 case studies from world-class brands such as Southwest, Disney, Ritz-Carlton and Zappos. Get ready to build World Class Internal Branding Strategies to Grow your brand, Nurture Employee Engagement, Build Loyalty and Impact your Bottom Line.

Author : Teena Mishra
Publisher : Taylor & Francis
Page : 184 pages
File Size : 13,31 MB
Release : 2022-12-30
Category : Business & Economics
ISBN : 1000826929

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This book explains various key concepts of internal marketing and its relation to human resource management, commitment, service quality, market orientation, etc. Various human resource models are insufficient to define internal marketing. Therefore there is a need to focus on the models and key concepts of human resource management and internal marketing and in what way they contribute to organizational success. It involves motivation, internal market research, internal communication, internal segmentation, employee retention, inter-functional coordination, and internal branding. The current need for human resource management is to link human resource management and marketing practices which are called internal marketing. Internal marketing plays an eminent role in organizational success. This book helps students, practitioners, start-ups, and educationists. This is a research monograph that will assist an organization to decide the future of human resource management as well as organizational development. This book is for marketing as well as human resource discipline, as internal marketing is the integration of marketing and human resource management. Due to new technology, globalization, and liberalization market need and demand are also changing, thus it is necessary to understand new trends in the application of human resources. Therefore, it is necessary to motivate and satisfy internal customers and make them market and skill-oriented.

Author : Wioleta Kucharska
Publisher : Taylor & Francis
Page : 139 pages
File Size : 32,28 MB
Release : 2022-08-30
Category : Business & Economics
ISBN : 1000627063

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Personal Branding in the Knowledge Economy: The Interrelationship between Corporate and Employee Brands aims to contribute to the academic debate about the marketization of individuals’ knowledge, creativity, and personal images, alongside a growing interest in the whole area of branding in the networked economy based on knowledge. Personal branding and personal knowledge are critical assets of knowledge workers and key drivers of their development and innovative performance. Both strongly influence the individual success of knowledge workers in the networked and knowledge-driven economy. Personal brands are dynamically shifting from the side-lines to the center of the modern economy and the authenticity of the brands of personal ingredients for their ability to create value. They are one of the three key pillars of value creation in the social media environment, therefore significantly contribute to digital business models. The book will be of interest to researchers, academics, professionals, and students in the fields of organizational branding, marketing, management, and communications.