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Corporate Branding: Areas, Arenas and Approaches

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Corporate Branding: Areas, arenas and approaches - Melewar, T C (Editor), and Alwi, S F Syed (Editor)
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A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources. Yet there ...

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Corporate Branding: Areas, arenas and approaches 2015, Routledge, London

ISBN-13: 9780415721127

Paperback

Corporate Branding: Areas, arenas and approaches 2015, Routledge, London

ISBN-13: 9780415721110

Hardcover