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The Corporate Brand

Authors: Ind, N.

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eBook $99.00
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  • ISBN 978-0-230-37588-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
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  • Immediate eBook download after purchase
Hardcover $129.00
price for USA
  • ISBN 978-0-333-67472-7
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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 authors

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.

Table of contents (11 chapters)

Table of contents (11 chapters)

Buy this book

eBook $99.00
price for USA (gross)
  • ISBN 978-0-230-37588-8
  • Digitally watermarked, DRM-free
  • Included format: PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $129.00
price for USA
  • ISBN 978-0-333-67472-7
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
The Corporate Brand
Authors
Copyright
1997
Publisher
Palgrave Macmillan UK
Copyright Holder
Palgrave Macmillan, a division of Macmillan Publishers Limited
eBook ISBN
978-0-230-37588-8
DOI
10.1057/9780230375888
Hardcover ISBN
978-0-333-67472-7
Edition Number
1
Number of Pages
XI, 184
Topics