The Resource Developing Insights on Branding in the B2B Context : Case Studies from Business Practice, edited by Nikolina Koporcic [and 3 others]

Developing Insights on Branding in the B2B Context : Case Studies from Business Practice, edited by Nikolina Koporcic [and 3 others]

Label
Developing Insights on Branding in the B2B Context : Case Studies from Business Practice
Title
Developing Insights on Branding in the B2B Context
Title remainder
Case Studies from Business Practice
Statement of responsibility
edited by Nikolina Koporcic [and 3 others]
Contributor
Editor
Provider
Subject
Language
eng
Cataloging source
NhCcYBP
Index
index present
LC call number
HF5415.1263
LC item number
.D48 2018
Literary form
non fiction
Nature of contents
dictionaries
http://library.link/vocab/relatedWorkOrContributorName
  • Koporcic, Nikolina
  • Ivanova-Gongne, Maria
  • Nyström, Anna-Greta
  • Törnroos, Jan-Åke
  • ProQuest
http://library.link/vocab/subjectName
  • Industrial marketing
  • Business names
  • Brand name products
Label
Developing Insights on Branding in the B2B Context : Case Studies from Business Practice, edited by Nikolina Koporcic [and 3 others]
Instantiates
Publication
Note
Includes index
Antecedent source
unknown
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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 Value
  • 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 Branding
  • 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 Concept
  • 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)
  • 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 A
Dimensions
unknown
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9781787562752
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
15628801
System control number
(NhCcYBP)15628801
Label
Developing Insights on Branding in the B2B Context : Case Studies from Business Practice, edited by Nikolina Koporcic [and 3 others]
Publication
Note
Includes index
Antecedent source
unknown
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • 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 Value
  • 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 Branding
  • 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 Concept
  • 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)
  • 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 A
Dimensions
unknown
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9781787562752
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
Stock number
15628801
System control number
(NhCcYBP)15628801

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