The Corporate Brand by N Ind
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.
NICHOLAS IND is Director of the corporate branding consultancy, Ind Associates. His previous books include Terence Conran: The Authorised Biography, also published by Macmillan, and The Corporate Image and Great Advertising Campaigns. He was founder of the International Corporate Identity Group.
| SKU | Unavailable |
| ISBN 13 | 9780333674727 |
| ISBN 10 | 0333674723 |
| Title | The Corporate Brand |
| Author | N Ind |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | Palgrave Macmillan |
| Year published | 1997-06-06 |
| Number of pages | 184 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |