Managing Corporate Brands: A New Approach to Corporate Communication - Paperback
Managing Corporate Brands: A New Approach to Corporate Communication - Paperback
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by Marcos Ormeno (Author), Prof Dr Ralph Berndt (Foreword by)
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.
Back Jacket
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.Author Biography
Dr. Marcos Ormeño promovierte bei Prof. Dr. Ralph Berndt am Lehrstuhl für Marketing der Universität Tübingen. Er war mehrere Jahre bei der DaimlerChrysler AG für Projekte in den Bereichen Corporate Design, Markenmanagement, PR, Unternehmenswerbung und -sponsoring zuständig. Er ist als Markenberater für Interbrand Zintzmeyer & Lux tätig.
