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About this book
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.
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Table of contents (11 chapters)
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Front Matter
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Back Matter
About the author
NICHOLAS IND is Director of the corporate branding consultancy, Ind Associates. His previous books include Terence Conran: The Authorised Biography, also published by Macmillan, and The Corporate Image and Great Advertising Campaigns. He was founder of the International Corporate Identity Group.
Bibliographic Information
Book Title: The Corporate Brand
Authors: Nicholas Ind
DOI: https://doi.org/10.1057/9780230375888
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 1997
Hardcover ISBN: 978-0-333-67472-7Published: 06 June 1997
eBook ISBN: 978-0-230-37588-8Published: 06 June 1997
Edition Number: 1
Number of Pages: XI, 184
Topics: Business Strategy/Leadership, Marketing, Corporate Communication/Public Relations