Making the Most of your Corporate Brand

1999 Financial Times. Chinese language edition available shortly.
This practical guide is designed to help businesses define and then manage their corporate brands.


Developing a powerful corporate brand engenders trust and loyalty among an organisation’s key audiences. The most effective brands are those built on strong and deeply held values, requiring self-knowledge, market understanding and leadership.


Written by Nicholas Ind, this authoritative and practical briefing outlines the steps you need to take from defining your brand through to on-going management.


Contents include:


  • The mystery of corporate branding
  • Building trust
  • Analysing the corporate brand
  • Relationships and the corporate brand
  • Managing the corporate brand


Plus case studies on:


  • Corporate branding
  • Communications research