The Global Corporate Brand Book

The Global Corporate Brand Book

by M. Morley


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The Global Corporate Brand Book by M. Morley

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.

Product Details

ISBN-13: 9781403996633
Publisher: Palgrave Macmillan UK
Publication date: 05/14/2009
Edition description: 2009
Pages: 230
Product dimensions: 6.00(w) x 9.30(h) x 0.60(d)

About the Author

MICHAEL MORLEY is President of Morley Corporate Consulting. He has counselled the world's largest corporations on reputation and branding and is a highly regarded international public relations expert with first hand experience of working in the US, Europe, South America and the Asia Pacific region. He is author of the successful and influential book, How to Manage Your Global Reputation: A Guide to the Dynamics of International Public Relations and is an Adjunct Professor at New York University's School of Continuing and Professional Studies.

Table of Contents

About the Author Acknowledgements Introduction The Brand House The House of Brands We are Family The Brand Cèst 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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