- Paperback: 192 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (24 Aug 1998)
- Language English
- ISBN-10: 0273633848
- ISBN-13: 978-0273633846
- Product Dimensions: 29.5 x 20.8 x 1.5 cm
- Amazon Bestsellers Rank: 3,770,492 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Developing a powerful corporate brand engenders trust and loyalty among an organisation's key audiences. The most effective brands are those built on strong and deeply held values, requiring self-knowledge, market understanding and leadership.
Written by Nicholas Ind, this authoritative and practical briefing outlines the steps you need to take from defining your brand through to on-going management.
Contents include:
- The mystery of corporate branding
- Building trust
- Analysing the corporate brand
- Relationships and the corporate brand
- Managing the corporate brand
Plus case studies on:
- Corporate branding
- Communications research
About the Author
Nicolas Ind
started ind.associates two years ago to offer clients corporate communications and branding consultancy. Previously he was Research and Planning Director of the Jenkins Group. Nicholas is the author of four books: The Corporate Image, Great Advertising Campaigns, Terence Conran and most recently The Corporate Brand.
He is a Director of the Design Business Association and was a founder of the International Corporate Identity Group.
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