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.

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Mode of access: World Wide Web.

2611 Henry Stewart Talks


Branding.
Management.
Organization.
Organizational behavior.
Organizational effectiveness.
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