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Palgrave Macmillan

The Corporate Brand

  • Book
  • © 1997

Overview

Authors:
  1. Nicholas Ind
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Table of contents (11 chapters)

  1. Front Matter

    Pages i-xi
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  2. The Corporate Brand

    • Nicholas Ind
    Pages 1-13

  3. The Corporate Environment

    • Nicholas Ind
    Pages 14-32

  4. Corporate Strategy and the Corporate Brand

    • Nicholas Ind
    Pages 33-41

  5. Analysing the Corporate Brand

    • Nicholas Ind
    Pages 42-65

  6. Defining a Corporate Branding and Communications Strategy

    • Nicholas Ind
    Pages 66-82

  7. Employees and Communication

    • Nicholas Ind
    Pages 83-103

  8. Communicating with Financial Audiences

    • Nicholas Ind
    Pages 104-118

  9. Mergers, De-mergers and Strategic Alliances

    • Nicholas Ind
    Pages 119-133

  10. The Global Brand

    • Nicholas Ind
    Pages 134-155

  11. Managing the Corporate Brand

    • Nicholas Ind
    Pages 156-167

  12. Conclusion

    • Nicholas Ind
    Pages 168-171

  13. Back Matter

    Pages 172-184
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Keywords

About this book

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.

About the author

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.

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