Expressing organizations through corporate branding [electronic resource] / Majken Schultz.
Material type: FilmSeries: Henry Stewart talksBusiness & management collection. Managing organizations: Publisher: London : Henry Stewart Talks, 2010Description: 1 online resource (1 streaming video file (58 min.) : color, sound)Subject(s): Branding | Management | Organization | Organizational behavior | Organizational effectivenessOnline resources: Click here to access online | SeriesAnimated 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.