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The corporate brand

Author: Nicholas Ind
Publisher: Basingstoke [England] : Macmillan Business, 1997.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
Shows how organisations can best manage their reputations. Stresses the need for all communications to be based on an organisation's distinctive culture.
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Nicholas Ind
ISBN: 0333674723 9780333674727
OCLC Number: 37215234
Description: xi, 184 pages : illustrations ; 24 cm
Contents: The Corporate Brand - The Changing Environment - The Corporate Brand and Corporate Strategy - Analysing the Corporate Brand - Corporate Structures - Communications and the Corporation - Employees: the Hidden Asset - The Role for Visual Identity - Influencing Professional Audiences - The Global Image - Managing the Corporate Brand - Conclusion
Responsibility: Nicholas Ind.

Abstract:

What determines the strength of a corporate brand? A corporate brand conveys a company's reputation to its audience. A successful corporate brand links the corporate name to the company's distinctive  Read more...

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