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Corporate Branding


Corporate branding bookThis section will cover my (revised) MBA thesis Corporate Branding. Corporate branding is a subject that personally intrigues me as a marketer, due to its scientific deepening and pragmatic character combined with a management triangulation with angles from organizational strategy, business development and marketing strategy.

For me,corporate branding means; strategic corporate orientation, harmonization and communication between the firm and its external environment, to create, build and maintain the right set of brand associations.
In the playing field of business administration, corporate branding fits within the sub-area of marketing management and communication strategy. For that reason corporate branding should be one of the strategic objectives of the marketing strategy plan of international organizations.

I would like to share my knowledge and experience with you. Publication of my original master piece is unfortunately not appropriate due to its confidential character. Nonetheless I have been able to rewrite and summarize my thesis into this online White Paper without any consensus of the theory and that is what all is about (it saves you also 160 additional pages covering emperical research, data gathering and analyses).

Have fun reading!

 


"I read your paper, and I liked how you structured. Thank you for sending me all this wonderful information. I looked at the stuff, it is really great. You have developed a very detailed system based on all the important concepts in the industry. What I also liked that you quoted my publications and that you developed some nice graphs from the concepts of the Kotler/Pfoertsch B2B Brand management book..."

Prof. Dr. Waldemar Pfoertsch
International Business and Business Marketing / Branding
Pforzheim University Business School

Books published:

B2B Brand ManagementIngredient-branding-Making-the-invisible-VisibleBusiness-to-Business-marketingGlobalization-of-Chinese-Companies

 

 

 

 

 


Display # 
Title Author Hits
Preface Written by Ronald van Haaften 904
Executive summary corporate branding Written by Ronald van Haaften 2005
List of figures MBA Thesis Written by Ronald van Haaften 2087
List of tables Written by Ronald van Haaften 1694
Research formulation Written by Ronald van Haaften 1656
Preliminary analysis. Written by Ronald van Haaften 2425
Problem definition Written by Ronald van Haaften 1015
Central question and Limitations Written by Ronald van Haaften 945
Theory of corporate branding Written by Ronald van Haaften 1942
Literature Study Written by Ronald van Haaften 2824
What is a brand Written by Ronald van Haaften 1641
Brand functions Written by Ronald van Haaften 4348
Branding principles Written by Ronald van Haaften 2449
Brand Strategy Written by Ronald van Haaften 3008
Brand elements. Written by Ronald van Haaften 10117
Brand architecture Written by Ronald van Haaften 5778
Brand identity Written by Ronald van Haaften 11007
Brand personality Written by Ronald van Haaften 5779
Brand positioning Written by Ronald van Haaften 7084
Brand awareness Written by Ronald van Haaften 6585
Brand loyalty Written by Ronald van Haaften 2404
Brand equity Written by Ronald van Haaften 7410
Brand owners and brand managers Written by Ronald van Haaften 1822
Brand communication Written by Ronald van Haaften 8831
Literature research reflection Written by Ronald van Haaften 2051
Case study Written by Ronald van Haaften 1966
Interview brand manager Written by Ronald van Haaften 1858
Conclusion Written by Ronald van Haaften 2409
Advice and recommendations Written by Ronald van Haaften 1949
Implement a brand equity model Written by Ronald van Haaften 4523
Set-up transparent brand architecture Written by Ronald van Haaften 1350
Establish brand ownership and brand managers. Written by Ronald van Haaften 999
Implement brand building programs Written by Ronald van Haaften 1181
Critical Success factors and pitfalls Written by Ronald van Haaften 901
Literature list Written by Ronald van Haaften 1616
Internet sources. Written by Ronald van Haaften 868
Appendix Written by Ronald van Haaften 1327

Click now and open the content table for corporate branding pages

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