TY - CHAP
T1 - Corporate Branding in Logistics and Transport Sector
T2 - The Concept, History, Current and Future Trends
AU - Vann Yaroson, Emilia
AU - Baxter, Katherine
AU - Ni, Arnt Kwayt
PY - 2024/3/5
Y1 - 2024/3/5
N2 - This chapter explores the role of corporate branding in the logistics industry. It particularly explores related concepts, history, and trends. Here, the core characteristics of corporate branding are examined, such as ethereality, intricacies, and culture. Corporate social responsibility and digitalisation were also highlighted as current trends. Future trends include emotions such as the minimalist approach and integration of equality, diversity, and inclusion in corporate branding strategies.
AB - This chapter explores the role of corporate branding in the logistics industry. It particularly explores related concepts, history, and trends. Here, the core characteristics of corporate branding are examined, such as ethereality, intricacies, and culture. Corporate social responsibility and digitalisation were also highlighted as current trends. Future trends include emotions such as the minimalist approach and integration of equality, diversity, and inclusion in corporate branding strategies.
KW - Corporate branding
KW - Logistics and Transport Sector
KW - Corporate social responsibility
UR - https://www.routledge.com/Corporate-Branding-in-Logistics-and-Transportation-Recent-Developments/Abdul-Rahman-Melewar-Foroudi-Gupta/p/book/9781032412214
UR - http://www.scopus.com/inward/record.url?scp=85185354378&partnerID=8YFLogxK
U2 - 10.4324/9781003356882-3
DO - 10.4324/9781003356882-3
M3 - Chapter
SN - 9781032412214
SN - 9781032412238
SN - 9781003857846
T3 - Routledge Studies in Marketing
SP - 7
EP - 25
BT - Corporate Branding in Logistics and Transportation
A2 - Abdul Rahman, Nor Aida
A2 - Melewar, T.C.
A2 - Foroudi, Pantea
A2 - Gupta, Suraksha
PB - Routledge
ER -
