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Item Details
| Title:
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THE CORPORATE BRAND
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| By: |
Nicholas Ind |
| Format: |
Hardback |
| List price:
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£88.00 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
0333674723 |
| ISBN 13: |
9780333674727 |
| Publisher: |
PALGRAVE MACMILLAN |
| Pub. date: |
6 June, 1997 |
| Pages: |
195 |
| Description: |
A book for communications consultants and undergraduates, giving strategies for building stronger companies through 'corporate branding.' The main premise is that organisations should use all forms of communication, i.e. products, services and advertising to build successful interactive relationships with their audience. |
| Synopsis: |
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. |
| Illustrations: |
biography |
| Publication: |
UK |
| Imprint: |
Palgrave Macmillan |
| Returns: |
Returnable |
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