The Corporate Brand

by Nicholas Ind

Overview

Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their individual brand name products. In The Corporate Brand, Nicholas Ind argues strongly for a new focus on corporate brand development.
Ind argues that organizations must use all forms of communication, including performance of specific products, employees' services, and advertising, to build effective interactive relationships with their customers. The Corporate Brand elucidates the methods used by successful corporate brands to build and maintain both "corporate identity" and reputation.

Product Details

ISBN-13:	9780814737620
Publisher:	New York University Press
Publication date:	08/01/2000
Pages:	184
Product dimensions:	6.00(w) x 9.00(h) x 0.46(d)

About the Author

Nicholas Ind is Director of Ind Associates, a corporate branding and communications consultancy. He is the author of several books, including The Corporate Image and Great Advertising Campaigns.

Editorial Reviews

Shows how organizations can best manage their reputations, arguing convincingly for a new focus on corporate brand development rather than on individual brand name products. Discusses how all forms of communication, including performance of specific products, employees' services, and advertising, must be used to build effective interactive relationships with customers. Annotation c. by Book News, Inc., Portland, Or.

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