Introduction

T. C. Melewar and Elif Karaosmanoğlu
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T. C. Melewar: Brunel Business School
Elif Karaosmanoğlu: ITU Faculty of Management

A chapter in Contemporary Thoughts on Corporate Branding and Corporate Identity Management, 2008, pp 1-4 from Palgrave Macmillan

Abstract: Abstract The concepts of corporate branding and corporate identity have gained considerable interest both in academic and practitioner circles. These concepts are particularly salient to strategic management and marketing disciplines, providing new lenses through which an organization’s central attributes may be nurtured and altered.

Keywords: Brand Equity; Social Identity Theory; Corporate Identity; Corporate Communication; Corporate Branding (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58322-1_1

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DOI: 10.1057/9780230583221_1

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