The Global Corporate Brand Book

Name: The Global Corporate Brand Book
Author: M. Morley

Specificaties

Gebonden, blz. | Engels

Palgrave Macmillan UK | e druk, 2009

ISBN13: 9781403996633

Rubricering

Juridisch :

Palgrave Macmillan UK e druk, 2009 9781403996633

€ 79,26

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Levertijd ongeveer 9 werkdagen

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Samenvatting

The corporate brand can be considered as the definition of the company. This book by a leading practitioner explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term.

Specificaties

ISBN13:9781403996633

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Reclame en verkoop, Marketing

Inhoudsopgave

About the Author Acknowledgements Introduction The Brand House The House of Brands We are Family The Brand Cèst Moi Transition - The Next Generation Beyond Corporations: Can 'Cool Britannia' or 'Japan Inc' be a brand? Biz to Biz brands: The Boring Business of B2B Professional Service Firms Not-for-profits It's starting from the inside…Living the Brand Mergers and name changes Crisis – The defining moment The pillars (elements) Corporate Social Responsibility What's it Worth? The Role of Public Relations in Brand Building Researching Brand Reputation