, corporate branding strategies are intended to ingrain the company or product name into the person’s consciousness, e.g., “ChristianTravel.com – lowest price on all missions travel.” Unmeasured Sales. Just as click statistics can’t measure the tremendous value of internet branding, sales ...
2012. Corporate branding strategies in mergers and acquisitions. Journal of Brand Management, 19, 772-787.Gussoni, M., Mangani, A., 2012. Corporate branding strategies in mergers and acquisitions. Journal of Brand Management 19 (9), 772-87....
With the rise of environmental consciousness in the 21 st century, marketers are more aware than ever that corporate brand strategies must reflect cultural trends in the wider environment to which businesses belong. CSR, especially, lends special force to the belief among researchers that brands ...
(2017). China’s Brands, China’s Brand Development Strategies and Corporate Brand Communications in China. In: Balmer, J.M.T., Chen, W. (eds) Advances in Chinese Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1...
As a result, the main task of management is to maximize shareholder value and consequently, the majority of big companies have shifted to the adoption of shareholder value as the criterion for evaluating strategies and manager’s performance (Doyle, 2008, p. 22). Therefore, the main objective ...
American and Asian companies from their humble origins to their current status as global operators. The case studies review the changes of their corporate structures and the successes and failures of their marketing and branding strategies. A wide range of business sectors is covered, including foodst...
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From theoretical and empirical perspectives, the relationship between these sustainable development strategies (environmental uncertainty, corporate carbon responsibility, and green innovation) and environmental governance will be defined. In addition, the role of environmental investment is elaborated upon in ...
Branding is more than just assigning a product a name; it also allows businesses to differentiate themselves from their competition. A brand is a firm’s mirror, since it portrays every action that the company engages in. Companies’ efforts engage consumers in developing a picture of a brand,...
Corporate culture develops from generalized beliefs and behaviors, company-wide value systems, management strategies, employee communications and relations, work environment, and attitude. As it became a more widely understood and embraced concept, it also came to include company origin stories put forth...