グローバル企業ブランド The Global Corporate Brand Book （1ST）

Morley, Michael

Palgrave Macmillan（2009/06発売）

• 製本 Hardcover:ハードカバー版／ページ数 230 p.
• 言語 ENG
• 商品コード 9781403996633
• DDC分類 658.827

基本説明

Explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term.

Full Description

The corporate brand can be considered as the definition of the company. This book by a leading practitioner explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term.

Contents

About the Author Acknowledgements Introduction The Brand House The House of Brands We are Family The Brand Cèst Moi Transition - The Next Generation Beyond Corporations: Can 'Cool Britannia' or 'Japan Inc' be a brand? Biz to Biz brands: The Boring Business of B2B Professional Service Firms Not-for-profits It's starting from the inside...Living the Brand Mergers and name changes Crisis - The defining moment The pillars (elements) Corporate Social Responsibility What's it Worth? The Role of Public Relations in Brand Building Researching Brand Reputation