Building Corporate Identity, Image and Reputation in the Digital Era

T C Melewar, Charles Dennis, Pantea Foroudi (Middlesex University London, UK)

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English

Routledge
09 January 2023

Sales & marketing management; Sales & marketing; Advertising; Market research

Series: Routledge Studies in Marketing

Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book acts as a forum for examining current and future trends in corporate branding, identity, image and reputation.

Recognising the complexity and plurality at the heart of the corporate branding discipline, this book fills a gap in the literature by posing a number of original research questions on the intrinsic nature of corporate branding ideas from corporate (external) and organisation (internal) identity perspectives as they relate to brand management, corporate reputation, marketing communications, social media, smart technology, experiential and sensory marketing. It incorporates current thinking and developments by both multidisciplinary academics and practitioners, combining a comprehensive theoretical foundation with practical insights. The text will serve as an important resource for the marketing, identity and brand practitioners requiring more than anecdotal evidence on the structure and operation of stakeholders communication in different geographical areas. It determines current practices and researches in diverse areas, regions and commercial and non-commercial sectors across the world.

The book provides scholars, researchers and postgraduate students in business and marketing with a comprehensive treatment of the nature of relationships between companies, brands and stakeholders in different areas and regions of the world.

Edited by: T C Melewar, Charles Dennis, Pantea Foroudi (Middlesex University London, UK)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 811g
ISBN: 9780367531249
ISBN 10: 0367531240
Series: Routledge Studies in Marketing
Pages: 554
Publication Date: 09 January 2023
Audience: College/higher education , Primary
Format: Paperback
Publisher's Status: Active

T C Melewar is Professor of Marketing and Strategy with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK. Charles Dennis is Professor of Consumer Behaviour with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK. Pantea Foroudi is a Senior Lecturer in Branding with the Department of Marketing, Branding and Tourism at the Business School, Middlesex University London, UK.

Reviews for Building Corporate Identity, Image and Reputation in the Digital Era

"""This proposed edited collection will offer a timely updating of the theory and practice of corporate identity, image and reputation to reflect the realities of the contemporary digital era, acknowledging the increasing variety of technology-mediated means by which consumers engage with brands. The breadth of the range of proposed contributions to this volume indicate that it will provide a comprehensive overview of this vitally important aspect of marketing practice"". -Professor Gary Warnaby, Marketing Retail & Tourism / Institute of Place Management ""This excellent book edited by professors Melewar, Dennis and Foroudi is a welcome addition to the corporate branding literature. It provides both academic rigor through systematic analyses and syntheses of literature on a wide range of topics within the area, and practical relevance through in-depth cases that help students and practitioners to apply the concepts in real life."" -Guido Berens, Editor in Chief – Corporate Reputation Review"