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The global corporate brand book

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.

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Detail Information

Series Title

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Call Number

[KOM-LIB-213]

Publisher

enk : Palgrave Macmillan., 2009

Collation

xvii, 230 p. : ill. ; 24 cm.

Language

English

ISBN/ISSN

9781403996633

Classification

HD69.B7 M666 2009

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Corporate image
Business names

Specific Detail Info

Content : 1. The brand house -- 2. The house of brands -- 3. We are family -- 4. The brand, cèst moi -- 5. Transitions--the next generation -- 6. Location branding -- 7. The boring business of B2B -- 8. Professional service firms -- 9. Not-for-profits -- 10. Living the brand -- 11. Mergers and acquisitions -- 12. Rebranding the corporation -- 13. Crisis--the defining moment -- 14. The pillars--creating the brand foundation -- 15. Corporate social responsibility -- 16. What's it worth? -- 17. The role of public relations in brand building -- 18. Researching brand reputation.

Statement of Responsibility

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