The Global Corporate Brand Book (Hardback)Michael Morley (author)
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Publisher: Palgrave USA
Number of pages: 230
Weight: 535 g
Dimensions: 235 x 155 x 17 mm
'Michael Morley's book recognizes the inextricable linkage between brand and corporate reputation. Companies must recognize the evolution from shareholder to stakeholder society, with broader objectives such as community benefit and social good alongside profit maximization. You cannot buy a positive image; you earn it through action. 'Be it, don't buy it' is the way forward.' - Richard Edelman, President and CEO, Edelman
'Morley wonderfully balances metrics, fundamentals and stories to keep the reader involved way beyond the second chapter .the tolerance most of us have for business books,' Ed Lebar, CEO, BrandAsset Consulting/Young and Rubicam Brands.
'The book offers a comprehensive rationale for why public relations professionals should assume the lead role in the management of corporate brands', John Graham, Chairman, Fleishman-Hillard.
'This book offers branding insights for students, academics and executives active in the world of business and communications. Morley gives readers a blend of theory, analysis and a lifetime of experience in building global corporate brands. What else would one expect from one of the giants of modern-day global public relations?' John Doorley, Academic Director, M.S. Degree in Public Relations and Corporate Communications, New York University.
'Morley's anecdotes and case studies enliven the book, making it easy for the reader to absorb the wisdom it contains', Keith Reinhard, Chairman Emeritus DDB Worlwide.
'In a market saturated with books on branding, I found The Global Corporate Brand Book...a genuine breath of fresh air...Morley splits his chosen subject into digestible and easy-to-read chapters, perfect for dipping in and out of...this made a perfect companion for my commute. His style is readable without being simplistic. This book is straight-talking and Morley approaches the subject in a very down-to-earth way without the arrogance and jargon found in so many books of this ilk...More experienced practitioners will find the case studies Morley draws on both anecdotal and engaging.' B2B Marketing
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