The last fifteen years has witnessed increased academic and practitioner interest in 'corporate branding' studies. This text gathers together an anthology of articles relating to corporate brands, supplemented with incisive commentary from the editor. It contains a selection of articles arranged in the following themes: * brand meanings * a brand miscellany * brand architecture * corporate branding frameworks. Original and unique, this book is the first major academic text on corporate branding, breaking new ground, and merging theory with practice. Each section is introduced by the editor, and each article is then contextualized and analyzed in depth. Including case studies, question and answer sections and an overriding international perspective, this text is an invaluable and exciting summary of a complex and extremely important subject.
- ISBN10 0415370868
- ISBN13 9780415370868
- Publish Date 31 December 2010
- Publish Status Forthcoming
- Publish Country GB
- Publisher Taylor & Francis Ltd
- Imprint Routledge
- Format Hardcover
- Pages 352
- Language English