T C Melewar – författare

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.

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.

Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.

Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.

This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.

Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations.

This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.

Islamic Marketing and Branding: Theory and Practice provides a concise mix of theory, primary research findings and practice that will engender confidence in both students and practitioners alike by means of the case study included in each chapter.

Through three main parts (Branding and Corporate Marketing; Religion, Consumption and Culture; and Strategic Global Orientation), this book provides readers, from areas across the spectrum covering marketing, organisational studies, psychology, sociology and communication and strategy, with theoretical and managerial perspectives on Islamic marketing and branding. In particular, it addresses:

Addressing both theoretical and practical insights, this book is essential reading for marketing and branding scholars and students, as well as CEOs, brand managers and consultants with an interest in this area.

Islamic Marketing and Branding: Theory and Practice provides a concise mix of theory, primary research findings and practice that will engender confidence in both students and practitioners alike by means of the case study included in each chapter.

Through three main parts (Branding and Corporate Marketing; Religion, Consumption and Culture; and Strategic Global Orientation), this book provides readers, from areas across the spectrum covering marketing, organisational studies, psychology, sociology and communication and strategy, with theoretical and managerial perspectives on Islamic marketing and branding. In particular, it addresses:

Addressing both theoretical and practical insights, this book is essential reading for marketing and branding scholars and students, as well as CEOs, brand managers and consultants with an interest in this area.

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.

Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:

Area: geographical areas across the globe including the UK, USA, Europe and Asia;Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C;Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.

These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.

A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.

Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:

Area: geographical areas across the globe including the UK, USA, Europe and Asia;Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C;Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.

These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.

Even before the outbreak of COVID-19, scholars and marketers alike were paying increased attention to the complex array of stakeholders that corporations need to address to maintain a strong brand, identity, and reputation. To date, however, little empirical research into these issues has been published, and no single work has taken stock of the major changes in the field of stakeholder communication as they apply to corporate branding.

The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to present just such sorely needed insight into effective brand messaging for multiple stakeholders, all while utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field. Starting with an introductory section on corporate messaging in a post-COVID era, chapters cover branding, identity, and reputation, respectively before covering differing marketing approaches and building a concluding reflection on future challenges and opportunities. These chapters offer comparative analyses of many different types of stakeholders from all over the globe. B2C, B2B, C2C and P2P contexts are all considered, as are recent developments in the field related to social media relations, sustainability and inclusivity, and virtual, mixed, and augmented reality.

This comprehensive handbook is a must-have resource not only for students and researchers in business, management, brand management, communication, consumer behaviour, and marketing, but also for marketing practitioners, advertising and PR practitioners, and business consultants.

Even before the outbreak of COVID-19, scholars and marketers alike were paying increased attention to the complex array of stakeholders that corporations need to address to maintain a strong brand, identity, and reputation. To date, however, little empirical research into these issues has been published, and no single work has taken stock of the major changes in the field of stakeholder communication as they apply to corporate branding.

The Emerald Handbook of Multi-Stakeholder Communication gathers an international, multidisciplinary team of experts to present just such sorely needed insight into effective brand messaging for multiple stakeholders, all while utilizing a diverse array of theoretical and methodological approaches that cumulatively present an up-to-date overview of the whole field. Starting with an introductory section on corporate messaging in a post-COVID era, chapters cover branding, identity, and reputation, respectively before covering differing marketing approaches and building a concluding reflection on future challenges and opportunities. These chapters offer comparative analyses of many different types of stakeholders from all over the globe. B2C, B2B, C2C and P2P contexts are all considered, as are recent developments in the field related to social media relations, sustainability and inclusivity, and virtual, mixed, and augmented reality.

This comprehensive handbook is a must-have resource not only for students and researchers in business, management, brand management, communication, consumer behaviour, and marketing, but also for marketing practitioners, advertising and PR practitioners, and business consultants.