{"product_id":"9780333674727","title":"The Corporate Brand","description":"\u003ch1\u003eThe Corporate Brand\u003c\/h1\u003e \u003ch2\u003eInd, N.\u003c\/h2\u003e \u003cp\u003eWhat 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.\u003c\/p\u003e \u003ch3\u003eDetails\u003c\/h3\u003e \u003cp\u003ePublished by: Palgrave Macmillan\u003c\/p\u003e \u003cp\u003ePublication Date: 1997-06-06\u003c\/p\u003e \u003cp\u003eFormat: Hardcover\u003c\/p\u003e \u003cp\u003eISBN-13: 9780333674727\u003c\/p\u003e \u003cp\u003eDOI: 10.1057\/9780230375888\u003c\/p\u003e \u003cp\u003eDimensions: 216cm x140cm\u003c\/p\u003e \u003cp\u003ePages: 184\u003c\/p\u003e ","brand":"Palgrave Macmillan UK","offers":[{"title":"Default Title","offer_id":47678319001740,"sku":"9780333674727","price":98.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780333674727.jpg?v=1776563771","url":"https:\/\/lateknightbooks.com\/products\/9780333674727","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}