What determines the strength of a corporate brand? And how can it
be enhanced? A corporate brand conveys a companys reputation to its
audience. It is about far more than names and logos. A successful
corporate brand links the corporate name to the companys
distinctive qualities such as service or value. This books
fundamental premise is that organisations should use all forms of
communication - be they performance of products and services, the
action of employees or advertising - to build interactive
relationships with their audience. It shows how successful
corporate brands build and maintain both 'corporate identity' and
reputation.
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