Developing Insights on Branding in the B2B Context : Case Studies from Business Practice / edited by: Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos

Mitwirkende(r):

Resource type: Ressourcentyp: Buch (Online)Buch (Online)Sprache: Englisch Verlag: Bingley : Emerald Publishing Limited, 2018Auflage: First editionBeschreibung: 1 Online-Ressource (XX, 237 Seiten)ISBN:

9781787562752
9781787562776

Schlagwörter:

Andere physische Formen: 9781787562769 | Erscheint auch als: Developing insights on branding in the B2B context. Druck-Ausgabe. first edition. Bingley, UK : Emerald Publishing, 2018. xx, 237 SeitenDDC-Klassifikation:

658.804 23
659 23

RVK: RVK: QP 624LOC-Klassifikation:

HF5415.1263

DOI: DOI: 10.1108/9781787562752Online-Ressourcen:

Zusammenfassung: This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to useZusammenfassung: 1.3.1. Axel Technologies on the Value of B2B Branding1.4. Discussion of the Findings and Conclusions; 1.4.1. Managerial Implications; References; Appendix: Interview Questions -- Axel Technologies; Part 1: Internal Branding; Chapter 2 Developing Corporate Brand Identity; Abstract; 2.1. Introduction; 2.2. Defining Corporate Brand Identity; 2.3. Aaker's Model for Developing Brand Identity; 2.3.1. The Brand Identity Structure; 2.4. Components of Brand Identity Proposed by Harris and de Chernatony; 2.5. The Role of Internal Communication in Corporate BrandingZusammenfassung: 2.6. The Corporate Branding Case of Uniko2.6.1. Approach and Methods Used; 2.6.2. Presentation of the Uniko Case; 2.6.3. Case Analysis; 2.6.4. Managerial Implications; References; Appendix 1: Interview Questions -- Mr. Kennet Niinimäki (Uniko); Appendix 2: Interview Questions -- CEO Pauli Ratu (Uniko); Chapter 3 Brand Knowledge Sharing; Abstract; 3.1. Introduction; 3.2. Knowledge Management in Internal Branding; 3.2.1. Knowledge Management Perspectives; 3.2.2. SECI Model; 3.2.3. The Wiig's KM Cycle; 3.2.4. Employee Buy-in Matrix; 3.3. Learning Organization ConceptZusammenfassung: 3.3.1. Peter Senge's Five Disciplines3.3.2. Restrictions of the Learning Organization Concept; 3.4. Case Study: Teleste; 3.4.1. Short Background of the Company; 3.4.2. Rebranding Decision and Initial Internal Developments; 3.4.3. Rebranding Process and Brand Knowledge Sharing in Practice; 3.5. Looking at the Case through the Prism of Theory; 3.5.1. Teleste as a "Learning Organization"; 3.5.2. Usage of Brand Knowledge Management Tools at Teleste; 3.5.3. Brand Champions at Teleste; 3.6. Conclusions; Acknowledgments; References; Appendix 1: Employee Buy-in Matrix (Questions)Zusammenfassung: Appendix 2: Interview Questions for TelesteChapter 4 The Use of Corporate Social Responsibility in Employer Branding; Abstract; 4.1. Introduction; 4.2. Background and Definitions; 4.3. Employer Branding -- Why and How?; 4.3.1. The Purpose of Employer Branding; 4.3.2. The Employer-branding Process; 4.4. The Connections between Employer Branding and CSR; 4.4.1. Strategic Links between Employer Branding and CSR; 4.4.2. Operational Links between Employer Branding and CSR; 4.4.3. Workplace CSR and Community CSR; 4.5. The Use of CSR in Employer Branding in Practice; 4.5.1. Company AZusammenfassung: Cover; Title; Copyright; Contents; About the Editors; List of Contributors; List of Abbreviations; List of Figures; List of Tables; List of Appendices; Preface; Introduction: An Overview of the Current State of B2B Branding Research; Abstract; I.1. An Overview of the B2B Branding Research; I.1.1. Internal Branding; I.1.2. External Branding; I.1.3. Contemporary Issues Related to B2B Branding; I.2. An Introduction to the Chapters; References; Chapter 1 Value of B2B Branding; Abstract; 1.1. Introduction; 1.2. General Aspects on How to Build a Brand; 1.3. The Empirical Example of Branding ValuePPN: PPN: 1030200467Package identifier: Produktsigel: ZDB-1-EPB | ZDB-55-BME | ZDB-1-BMEN | ZDB-1-EPB-ebook | ZDB-55-ELD | ZDB-1-BMEN-ebook

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