The corporate brand /
Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their indi...
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
Washington Square, N.Y. :
New York University Press,
1997.
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| Subjects: | |
| Online Access: | Contributor biographical information Publisher description |
Table of Contents:
- 1. The Corporate Brand
- 2. The Corporate Environment
- 3. Corporate Strategy and the Corporate Brand
- 4. Analysing the Corporate Brand
- 5. Defining a Corporate Branding and Communications Strategy
- 6. Employees and Communication
- 7. Communicating with Financial Audiences
- 8. Mergers, De-mergers and Strategic Alliances
- 9. The Global Brand
- 10. Managing the Corporate Brand
- 11. Conclusion.