Corporate Branding in Logistics and Transportation
Recent Developments and Emerging Issues
- 220 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Corporate Branding in Logistics and Transportation
Recent Developments and Emerging Issues
About this book
The academic and scholarly interest in the subject of branding in both the consumer and industrial markets has grown substantially in the dynamic post-pandemic environment. The growth in research outputs by a handful of business scholars explains the impact of brand in an industrial business-to-business setting at the cognitive level only and has not considered its impact specifically on logistics and transportation despite the value it can offer. Considering these gaps in the periphery of our existing knowledge, this book explores corporate brand management within the logistics and transportation sector, from the perspective of image, reputation, and identity.
This edited collection offers a blend of comprehensive and extensive high quality research from global, highly reputed contributors. It covers issues related to the establishment of brands, relevant niches such as service performance and social support, aviation and maritime industries, media relations, crisis branding, and innovation. Exploring a wide range of sectors within logistics and transport, the book illustrates the many dimensions of corporate branding and theories, future trends and developments, as well as proposing a model for future research.
Containing a balance of theory and practice with effective case studies, Corporate Branding in Logistics and Transportation will appeal to marketing academics and upper-level graduates in particular. It will also be a valuable resource for those studying or researching logistics, supply chain management, and transport studies.
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Information
Table of contents
- Cover Page
- Endorsements Page
- Half-Title Page
- Series Page
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Contributors
- Introduction to the Book
- PART I Introduction to Branding in Logistics and Transport
- PART II Designing Brand Identity and Developing Brand Image in the Logistics and Transportation Industry via Technology and Innovation
- PART III B2B Brand Strategy and Reputation, Brand Love
- Index