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The Corporate Brand

  • Authors
  • NicholasĀ Ind

Table of contents

  1. Front Matter
    Pages i-xi
  2. Nicholas Ind
    Pages 1-13
  3. Nicholas Ind
    Pages 14-32
  4. Nicholas Ind
    Pages 42-65
  5. Nicholas Ind
    Pages 83-103
  6. Nicholas Ind
    Pages 104-118
  7. Nicholas Ind
    Pages 119-133
  8. Nicholas Ind
    Pages 134-155
  9. Nicholas Ind
    Pages 156-167
  10. Nicholas Ind
    Pages 168-171
  11. Back Matter
    Pages 172-184

About this book

Introduction

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.

Keywords

brand communication corporate identity Image Organisation reputation

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Electronics
Telecommunications
Consumer Packaged Goods