Schultz, Majken.
Expressing organizations through corporate branding [electronic resource] / Majken Schultz. - London : Henry Stewart Talks, 2010. - 1 online resource (1 streaming video file (58 min.) : color, sound). - Managing organizations : fundamentals and latest thinking, 2056-4570 . - Henry Stewart talks. Business & management collection. Managing organizations. .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: What is branding? -- Why do organizations become brands? -- Identity as a foundation for branding -- Identity between culture and image -- Narcissism and hyper-adaptation -- Analyzing a corporate brand -- Corporate brand alignment and misalignment -- Diagnosing your organization as a corporate brand -- A case of corporate branding: LEGO Group -- How to involve stakeholders in the corporate brand -- Dilemmas of brand management.
Access restricted to subscribers.
Mode of access: World Wide Web.
2611 Henry Stewart Talks
Branding.
Management.
Organization.
Organizational behavior.
Organizational effectiveness.
Expressing organizations through corporate branding [electronic resource] / Majken Schultz. - London : Henry Stewart Talks, 2010. - 1 online resource (1 streaming video file (58 min.) : color, sound). - Managing organizations : fundamentals and latest thinking, 2056-4570 . - Henry Stewart talks. Business & management collection. Managing organizations. .
Animated audio-visual presentation with synchronized narration. Title from title frames.
Contents: What is branding? -- Why do organizations become brands? -- Identity as a foundation for branding -- Identity between culture and image -- Narcissism and hyper-adaptation -- Analyzing a corporate brand -- Corporate brand alignment and misalignment -- Diagnosing your organization as a corporate brand -- A case of corporate branding: LEGO Group -- How to involve stakeholders in the corporate brand -- Dilemmas of brand management.
Access restricted to subscribers.
Mode of access: World Wide Web.
2611 Henry Stewart Talks
Branding.
Management.
Organization.
Organizational behavior.
Organizational effectiveness.