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The Corporate Brand (Hardcover)

by Nicholas Ind (Author)

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Product details

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
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Amazon.co.uk Sales Rank: 1,106,587 in Books (See Bestsellers in Books)

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Product Description

Product Description
What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a companys reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the companys distinctive qualities such as service or value. This books fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.

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