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Branding Behind the Scenes. Edition No. 1
VDM Publishing House, Sep 2008, Pages: 172
This book deals with perhaps the most powerful
marketing tool in business – the brand. There is a
consensus that every organization needs to develop a
strong brand as a part of their business strategy.
However, it is not clear how corporate brands can be
effectively developed. This book is based on an
academic study which empirically explores the
internal corporate brand building process in Swedish
service firms. The internal brand building process
refers to the activities that occur before the
implementation. This study is qualitative in nature
and three case studies has been conducted. The
selected firms had initiated the process based on
different circumstances, i.e., due to a crisis, due
to organizational restructuring and geographical
expansion, and due to a strategic repositioning.
Three main stages of the process could be
identified; the brand audit, the brand identity and
the brand position. Each case also provides insight
into how the corporate brand can be managed in times
of change.
This book follows an academic approach and is useful
for anyone with an interest in branding, such as
researchers, students and managers.
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