The Corporate Brand

Name: The Corporate Brand
Author: N. Ind

Gebonden Engels 1997 9780333674727

Verwachte levertijd ongeveer 9 werkdagen

122,99

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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

Hoofdrubriek:Strategisch management, Strategisch management, Algemeen management

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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