The corporate brand:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Basingstoke, Hampshire [u.a.]
Macmillan
1997
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XI, 184 S. |
| ISBN: | 0333674723 |
Internformat
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of Figures, Tables and Boxes viii
Preface ix
Acknowledgements x
Abbreviations xi
1 The Corporate Brand 1
Definitions 2
Intangibility 4
Complexity 8
Responsibility 11
Summary 13
2 The Corporate Environment 14
The triumph of capitalism 14
Confident consumers 18
Trust 20
Differentiation and the decline of brands 23
Technology and communications 25
Globalisation 28
Summary 31
3 Corporate Strategy and the Corporate Brand 33
Corporate brand values ¦*
The example of Nike 36
Maintaining values
Summary
4 Analysing the Corporate Brand
The corporate branding model
Elements of the model
Marketing communications strategy
Employees view of identity
Products and services
v
vi Contents
The corporate image 48
The importance of feedback loops 51
The analytical process uncovering the identity 51
Evaluating the corporate brand image 55
Research results 64
Summary 64
5 Defining a Corporate Branding and Communications Strategy 66
Monolithic corporate brands 66
The branded approach 69
Endorsed corporate brands 70
Defining the most appropriate structure 71
The communications strategy 72
The characteristics of communications strategy 73
The process of defining a communications strategy 77
The example of Cardin 77
Communication mechanisms 79
Summary 82
6 Employees and Communication 83
Changing attitudes to work 84
Effective employee communications 88
The example of ICI 90
An internal communications model 91
Vertical and horizontal communication 94
Employees as customers 98
The evolving organisation 100
Summary 102
7 Communicating with Financial Audiences 104
Investors and the corporate brand 107
Means of communication 108
Corporate advertising 111
Annual reports 112
Changing perceptions of the corporate brand 113
Signalling 113
Summary 117
8 Mergers, De mergers and Strategic Alliances 119
Why do it? 119
The need to communicate 122
Contents vii
Branding 129
Communicating externally 131
Summary 133
9 The Global Brand 134
Opposing forces 136
Convergence 137
Divergence 139
Managing diversity 144
A global image 146
Building a global corporate brand 150
Global visual identities 152
Adaptable elements 153
Summary 155
10 Managing the Corporate Brand 156
Communications and operations 158
Managing consistency 158
Using benchmarks 1^1
The role of consultants ^
The role of leaders 166
Summary ** 7
11 Conclusion 168
Notes 172
Bibliography
Index 181
List of Figures, Tables and
Boxes
Figures
1.1 Company familiarity and favourability, November 1995 5
2.1 Fall in confidence in institutions, 1983 95 16
2.2 Loyalty, advocacy and favourability: Sainsbury and
Halifax 32
3.1 Competitive advantage and competitive scope 35
3.2 Return on investment, by strategic position 35
4.1 Integrated approach to communications 43
4.2 Which 5 corporate brands do you admire most? 49
4.3 Basic social processes involved in the adoption of a
strategic corporate identity 53
6.1 Internal communications model 92
8.1 The goals of strategic partnerships 121
8.2 The investment/control spectrum 121
9.1 A culture matrix 141
9.2 Hofstede s dimensions of national culture: 1, 1980 142
9.3 Hofstede s dimensions of national culture: 2, 1980 143
9.4 Confucian dynamism, Europe and USA 143
10.1 Intervention methods 166
Tables
4.1 Customer relationships 49
4.2 Benchmarking 55
7.1 Mean importance ranking of financial information sources 109
9.1 Top 10 brands in various regions 149
Boxes
3.1 The Johnson Johnson Credo 39
5.1 The long sighted and the myopic enterprise 67
6.1 On going learning 103
viii
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