by NicholasInd (Author)
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.
Format: Hardcover
Pages: 200
Publisher: Palgrave Macmillan
Published: 06 Jun 1997
ISBN 10: 0333674723
ISBN 13: 9780333674727