Mats Urde
Universitetslektor
Welcome to the Matrix - How to find and use your corporate brand's core identity
Författare
Redaktör
- Oriol Inglesias
- Nicholas Ind
- Majken Schultz
Summary, in English
In this article, I use a broad brush to provide a big picture of a corporate brand, how corporate branding works, and what it takes to manage a corporate brand. In the movie The Matrix, Mr. Anderson is invited to come behind the scenes to see and experience a world beyond the projected image. My article’s title welcomes you to discover and experience a corporate brand’s reality with its opportunities and challenges. The Corporate Brand Identity Matrix (Urde, 2013; Greyser & Urde, 2019) provides a structure and logic for this discovery with topics and questions to be further developed and discussed during the course.
Avdelning/ar
- Marknadsföring
Publiceringsår
2022-04-29
Språk
Engelska
Sidor
59-92
Publikation/Tidskrift/Serie
Routledge Companions in Marketing, Advertising and Communication
Dokumenttyp
Del av eller Kapitel i bok
Förlag
Routledge
Ämne
- Business Administration
Nyckelord
- Corporate branding
- Reputation
- leadership as practice
Status
Published
ISBN/ISSN/Övrigt
- ISBN: 978-0-367-47663-2