Corporate Brand Management

By Krzysztof J Chmielewski

Doctoral Thesis / Dissertation from the year 2016 in the subject Business economics - Offline Marketing and Online Marketing, grade: 5.0 (summa cum laude), Kozminski University, language: English, abstract: In today's intensely competitive landscape, where brand perception can make or break an organization, understanding the nuances of corporate brand management has never been more critical. This groundbreaking study delves into the heart of corporate branding, offering a comprehensive conceptual and empirical analysis of its strategic role within the broader context of brand management. Unveiling the intricate relationships between corporate brand, brand equity, and stakeholder value, this research explores how organizations can effectively cultivate and leverage their corporate brand to achieve a sustainable competitive advantage. By examining the dynamics of corporate branding across three diverse industries - higher education, fast-moving consumer goods (FMCG), and automotive - the study provides invaluable insights into the challenges and opportunities inherent in managing a corporate brand across different sectors. From defining the core principles of brand management to developing an extended analytical framework for empirically testing the corporate brand management process, this book offers a practical roadmap for managers seeking to enhance their brand strategies. Explore the key factors influencing corporate brand management, the impact of corporate branding on brand equity, and the strategic application of corporate branding to various business models. Discover how to effectively position a corporate brand to gain a competitive edge and understand the crucial role of stakeholder engagement in building a strong and resilient corporate identity. This research further illuminates the importance of tailoring communication strategies to meet the specific needs of diverse stakeholder groups, including customers, employees, and investors. Through a mixed-method

• Format: Paperback
• Language: English
• ISBN: 3668391505
• ISBN13: 9783668391505
• Release Date: March 2017
• Publisher: Grin Verlag
• Length: 278 Pages
• Weight: 0.81 lbs.
• Dimensions: 0.6" x 5.8" x 8.3"