The Corporate Brand (Hardback)
  • The Corporate Brand (Hardback)
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The Corporate Brand (Hardback)

(author)
£88.00
Hardback 184 Pages / Published: 06/06/1997
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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.

Publisher: Palgrave Macmillan
ISBN: 9780333674727
Number of pages: 184
Weight: 405 g
Dimensions: 216 x 140 x 20 mm

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