The definition of an organization is its brand, which has a
measurable value. This new book examines the ways in which public
relations practitioners can assume a leading role in building brand
value by establishing trust and enhancing reputation for every type
of entity. There are lessons for large corporations, family
companies, professional service firms, NGOs, not-for-profit
organizations and even nations. A number of current case studies
reveal the secrets of some of today's most successful global
corporate brands.
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