The Corporate Brand pdf epub fb2

The Corporate Brand by Nicholas Ind pdf epub fb2

The Corporate Brand Author: Nicholas Ind
Title: The Corporate Brand
ISBN: 0814737625
ISBN13: 978-0814737620
Other Formats: lit txt lrf mbr
Pages: 184 pages
Publisher: NYU Press (August 1, 2000)
Language: English
Category: Business & Money
Size PDF version: 1434 kb
Size EPUB version: 1409 kb
Subcategory: Marketing & Sales

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The Corporate Brand by Nicholas Ind
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The Corporate Brand by Nicholas Ind
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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.