The Global Corporate Brand Book [electronic resource] /
Morley, M.author.
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.
Description based upon print version of record.
Cover; Contents; List of figures, tables and exhibits; About the author; Acknowledgments and author's notes; Introduction; 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 building18 Researching brand reputation; Index
Includes bibliographical references and index.
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.
Marketing.
Marketing.