Bahan Pustaka Digital Universitas Bakrie
Book's Detail
| The global corporate brand book | |
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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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| Statement of Responsibility | |
| Author(s) | Morley, Michael. - Personal Name |
| Edition | |
| Call Number | [KOM-LIB-213] |
| Subject(s) | Corporate image Business names |
| Language | English |
| Publisher | Palgrave Macmillan |
| Publishing Year | 2009 |
| Specific Detail Info | Content : 1. The brand house -- 2. The house of brands -- 3. We are family -- 4. The brand, cè€st 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. |
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