Revealing Corporate Brands

Texte du rabat

This text, a useful summary of a complex subject, gathers together an anthology of articles relating to corporate brands, supplemented with incisive commentary from the editor.

Résumé

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.