Managing Corporate Brands

A new approach to corporate communication

  • Authors
  • Marcos Ormeño

Table of contents

  1. Front Matter
    Pages i-xxiii
  2. Pages 1-9
  3. Pages 11-57
  4. Pages 113-286
  5. Pages 287-299
  6. Back Matter
    Pages 301-322

About this book

Introduction

Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lengths to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed.

Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication. He develops a managerial decision-making model that outdoes existing approaches for selecting communication tools due to its high degree of formalisation and its strong behavioural basis. An illustrative study supports the author's model and shows the importance of communication in building a corporate brand.

Keywords

Markenmanagement Mediaselektion Public Relations Reputation brand communication

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-8350-9599-1
  • Copyright Information Deutscher Universitäts-Verlag | GWV Fachverlage GmbH, Wiesbaden 2007
  • Publisher Name DUV
  • eBook Packages Business and Economics
  • Print ISBN 978-3-8350-0781-9
  • Online ISBN 978-3-8350-9599-1
  • About this book
Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods