Excerpt
Table of Contents
1. Introduction
2. The value of brands
3. Different types of brands
3.1 Corporate and product brands
3.2 Place brands
4. Brand building
4.1 Building corporate brands
4.2 Building place brands
5. Self- and outside views of brands: adjusting dissonant perceptions
6. Corporate identity and place identity
6.1 Corporate identity
6.2 Place identity
7. A holistic approach for corporate and place brands
8. Relationship-building and stakeholders in branding
9. Conclusion
References
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- Quote paper
- Master of Arts UZH Stefan Heini (Author), 2013, Building relationships with stakeholders in corporate branding, Munich, GRIN Verlag, https://www.grin.com/document/272043
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