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.
- 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