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The Corporate Brand

Gebonden Engels 1997 9780333674727
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Samenvatting

What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's 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.

Specificaties

ISBN13:9780333674727
Taal:Engels
Bindwijze:gebonden
Uitgever:Palgrave Macmillan UK

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Inhoudsopgave

The Corporate Brand - The Changing Environment - The Corporate Brand and Corporate Strategy - Analysing the Corporate Brand - Corporate Structures - Communications and the Corporation - Employees: the Hidden Asset - The Role for Visual Identity - Influencing Professional Audiences - The Global Image - Managing the Corporate Brand - Conclusion

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        The Corporate Brand