Making the most of your corporate brand
著者
書誌事項
Making the most of your corporate brand
（Management briefings, General management）
Financial Times Management, 1998
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注記
Includes bibliographical references
内容説明・目次
内容説明
Developing a powerful corporate brand engenders trust and loyalty among an organisation's key audiences. The most effective brands are those built on strong and deeply held values, requiring self-knowledge, market understanding and leadership. Written by Nicholas Ind, this authoritative and practical briefing outlines the steps you need to take from defining your brand through to on-going management. Contents include: *The mystery of corporate branding *Building trust *Analysing the corporate brand *Relationships and the corporate brand *Managing the corporate brand Plus case studies on: *Corporate branding *Communications research
目次
Introduction 1 The mystery of corporate branding *The rise and rise of corporate branding 2 Building trust *Sincerity *Clear and well articulated values *Consistency of purpose 3 Analysing the corporate brand *The identity *Marketing communications strategy *Employees' view of identity *Products and services *The corporate image *Using the model 4 Relationships and the corporate brand *Corporate brand architecture *Customer relationships *Employee relationships *Shareholder relationships 5 Managing the corporate brand *Managing consistency *Using experts *Living with change *Supportive cultures and leaders A case study in corporate branding: PSD Group plc A case study in communications research: an international automotive company Bibliography
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