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The Corporate Brand

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What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.


Titel: The Corporate Brand
Autoren/Herausgeber: N. Ind
Ausgabe: 1997

ISBN/EAN: 9780333674727

Seitenzahl: 184
Format: 21,6 x 14 cm
Produktform: Hardcover/Gebunden
Gewicht: 405 g
Sprache: Englisch

NICHOLAS IND is Director of the corporate branding consultancy, Ind Associates. His previous books include Terence Conran: The Authorised Biography, also published by Macmillan, and The Corporate Image and Great Advertising Campaigns. He was founder of the International Corporate Identity Group. - Newsletter
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