N. Ind
The Corporate Brand
Gebonden Engels 1997 9780333674727Levertijd ± 9 werkdagen
Gratis verzonden
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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