The Corporate Brand

Ind, N.

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.

Details

Published by: Palgrave Macmillan

Publication Date: 1997-06-06

Format: Hardcover

ISBN-13: 9780333674727

DOI: 10.1057/9780230375888

Dimensions: 216cm x140cm

Pages: 184