- Hardcover: 200 pages
- Publisher: Palgrave Macmillan (6 Jun 1997)
- Language English
- ISBN-10: 0333674723
- ISBN-13: 978-0333674727
- Product Dimensions: 23.4 x 16.2 x 2.2 cm
- Amazon Bestsellers Rank: 1,437,220 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
- What determines the strength of a corporate brand?
- And how can it be enhanced?
The Corporate Brand shows how organisations can best manage their reputations. The book is more than just about names and logos. Its fundamental premise is that organisations should integrate all forms of communication - be they the performance of products and services, the action of employees, or advertising - to build interactive relationships with all audiences. The Corporate Brand stresses the need for all communications to be based upon an organisation's distinctive culture.
- And how can it be enhanced?
The Corporate Brand shows how organisations can best manage their reputations. The book is more than just about names and logos. Its fundamental premise is that organisations should integrate all forms of communication - be they the performance of products and services, the action of employees, or advertising - to build interactive relationships with all audiences. The Corporate Brand stresses the need for all communications to be based upon an organisation's distinctive culture.
About the Author
NICHOLAS IND is Director of the corporate branding consultancy, Ind Associates. His previous books include Terence Conran: The Authorised Biography, also published by Macmillan, and The Corporate Image and Great Advertising Campaigns. He was founder of the International Corporate Identity Group.
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