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Description of Contemporary Thoughts on Corporate Branding and Corporate Identity Management

Increasingly organisations are devoting a substantial amount of resources to manage their brands and identities at the corporate level. Visual identity is becoming more of an issue as national, multinational, and even small and medium sized enterprises are using corporate branding as a strategic tool for competitive advantage. This book brings together recent thoughts on corporate branding and corporate identity management on the basis of practitioners' own experiences. Integrating current theories and applications in the area, the book provides cases on mergers and acquisitions, small and medium size enterprises, and focuses on organisations from different sectors such as banking, petroleum, airline and automobile manufacturing.

Title Information

ISBN:

9780230543140

Pages:

248 pages

Format:

Hardback

Product Code:

254460

Publisher:

Palgrave MacMillan

Published:

23/10/2008

Edition:

illustrated edition

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About T.C. Melewar (Editor) and Elif Karaosmanoglu (Editor)

T. C. MELEWAR is a Professor of Marketing and Strategy at Brunel Business School, UK. Formerly a Lecturer at Warwick Business School, UK and MARA Institute of Technology, Malaysia. He was also a Senior Lecturer at De Montfort University, Leicester. He has published in leading journals such as the European Journal of Marketing, Journal of International Business Studies, and the Journal of Brand Management. His current research interests include corporate identity, marketing communications and international marketing strategy. ELIF KARAOSMANOAuLU is a Lecturer at Istanbul Technical University, Management Engineering Department, Turkey. She completed her PhD at Warwick Business School, UK. She has contributed to leading marketing conferences' proceedings and co-authored articles with Prof T C Melewar, which have been published in the European Journal of Marketing, Journal of General Management and Journal of Brand Management. Her research interests cover corporate identity/corporate image interface and corporate communications.