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

  • DOI https://doi.org/10.1057/9780230375888
  • Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 1997
  • Publisher Name Palgrave Macmillan, London
  • eBook Packages Palgrave Business & Management Collection
  • Print ISBN 978-1-349-39940-6
  • Online ISBN 978-0-230-37588-8
  • About this book