The global corporate brand book
Author(s)
Bibliographic Information
The global corporate brand book
Palgrave Macmillan, 2009
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
About the Author Acknowledgements Introduction The Brand House The House of Brands We are Family The Brand Cest 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
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