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Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/26116
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dc.contributor.authorBalmer, JMT-
dc.contributor.editorPodnar, K-
dc.coverage.spatialCheltenham-
dc.date.accessioned2023-03-11T16:36:23Z-
dc.date.available2023-03-11T16:36:23Z-
dc.date.issued2024-03-12-
dc.identifierORCiD: John M.T. Balmer https://orcid.org/0000-0003-2862-4520-
dc.identifier27-
dc.identifier.citationBalmer, J.M.T. (2024) 'Corporate Brand Communication', in Podnar. K. (ed.) Encyclopedia of Corporate Communication. Cheltenham: Edward Elgar, pp. 176 - 180. doi: 10.4337/9781802200874.ch27.en_US
dc.identifier.isbn978-1-80220-086-7 (hbk)-
dc.identifier.isbn978-1-80220-087-4 (ebk)-
dc.identifier.urihttps://bura.brunel.ac.uk/handle/2438/26116-
dc.description.abstractCorporate brand communication represents a distinctive approach to corporate communication by focusing on the corporate brand. Adopting a total corporate communication perspective, corporate brand communication comprises, promissory, primary, secondary, tertiary, and quaternary communication. Increasingly, organizations focus on their corporate brand/s and, consequently, corporate brand-based communication is of heightened significance in communicating – as well as realizing - the corporate brand promise/covenant as experienced by customers and other stakeholdersen_US
dc.format.extent175 - 178-
dc.format.mediumPrint-Electronic-
dc.language.isoenen_US
dc.publisherEdward Elgaren_US
dc.relation.urihttps://www.e-elgar.com/shop/gbp/elgar-encyclopedia-of-corporate-communication-9781802200867.html-
dc.relation.urihttps://www.elgaronline.com/display/book/9781802200874/9781802200874.xml-
dc.relation.urihttps://www.e-elgar.com/shop/gbp/elgar-encyclopedia-of-corporate-communication-9781802200867.html-
dc.rightsCopyright © 2024 John M.T. Balmer. This is a draft chapter/article. The final version is available in Encyclopedia of Corporate Communication, edited by Klement Podnar, published in 2024, Edward Elgar Publishing Ltd. https://www.e-elgar.com/shop/gbp/elgar-encyclopedia-of-corporate-communication-9781802200867.html - https://doi.org/10.4337/9781802200874. The material cannot be used for any other purpose without further permission of the publisher, and is for private use only (see: https://www.e-elgar.com/author-hub/reuse-of-your-work/).-
dc.rights.urihttps://www.e-elgar.com/author-hub/reuse-of-your-work/-
dc.subjectcorporate brand communicationen_US
dc.subjectcorporate brand-
dc.subjecttotal corporate communications-
dc.subjectpromissory/primary/secondary/tertiary/quaternary communication-
dc.titleCorporate Brand Communicationen_US
dc.typeBook chapteren_US
dc.identifier.doihttps://doi.org/10.4337/9781802200874.ch27-
dc.relation.isPartOfEncyclopedia of Corporate Communication-
pubs.begin-page175-
pubs.end-page178-
pubs.publication-statusPublished-
dc.rights.holderJohn M.T. Balmer-
Appears in Collections:Brunel Business School Research Papers

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