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The Corporate Brand

By Nicholas Ind

Product Image: The Corporate Brand

The Corporate Brand

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Description
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 individual brand name products. In The Corporate Brand, Nicholas Ind argues strongly for a new focus on corporate brand development. Ind argues that organizations must use all forms of communication, including performance of specific products, employees' services, and advertising, to build effective interactive relationships with their customers. The Corporate Brand elucidates the methods used by successful corporate brands to build and maintain both "corporate identity" and reputation.
Product details
Binding:
Paperback
Edition:
illustrated
Number of Pages:
200
Release Date:
2000-08-01
Publication Date:
2000-08-01
Publisher:
NYU Press - IPS
Languages:
Original: English
ISBN10:
0814737625
ISBN13:
9780814737620
GPSR Manufacturer Reference:
[email protected]
Weight:
302 g
Height:
152 cm
Width:
229 cm
Thickness:
12 cm
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