Abstract
The key challenge for companies at the end of the twentieth century will be realising the potential of their corporate brands. In today’s markets, companies increasingly compete on the basis of intangible factors and the reputation of the corporation itself is often the most valuable and most misunderstood intangible of all.
‘In future, the real competition in international markets will be between companies — between company reputations.’
Martin Sorrell (Marketing)
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© 1998 Simon Mottram
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Mottram, S. (1998). Branding the Corporation. In: Hart, S., Murphy, J. (eds) Brands. Palgrave Macmillan, London. https://doi.org/10.1007/978-1-349-26070-6_7
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DOI: https://doi.org/10.1007/978-1-349-26070-6_7
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-0-333-65909-0
Online ISBN: 978-1-349-26070-6
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