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The Corporate Brand, Hardback Book

The Corporate Brand Hardback

Hardback

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Description

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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