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The Corporate Brand

Name: The Corporate Brand
Brand: NEW YORK UNIVERSITY PRESS
SKU: 9780814737620
Price: 193.0 AUD
Availability: InStock

NEW YORK UNIVERSITY PRESSISBN: 9780814737620

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$193.00

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By Nicholas Ind
Imprint: NEW YORK UNIVERSITY PRESS
Release Date: August 1, 2000
Format: HARDBACK
Pages: 184

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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.

Nicholas Ind is Director of Ind Associates, a corporate branding and communications consultancy. He is the author of several books, including The Corporate Image and Great Advertising Campaigns.

"Blends original research with reprints of classic analyses making for a thoughtful set of essays and articles which survey Irish-American history in context of the overall immigrant experience." -"The Midwest Book Review", "For anyone with the slightest interest in the history of Irish immigrants in America, Lee and Casey's book is a wonderful foundation on which to build a knowledge base." -"Northeast Book Reviews", "From the double-meaning of its title to its roster of impressive contributors, Making the Irish American is destined for the bookshelves of all readers who aim to keep up on Irish-American history." -"Irish America", "This extremely thorough, thoughtful volume covers all the Irish bases up to the present." -"Publishers Weekly", "This lavish compendium looks at the Irish and America from a variety of perspectives." -"USA Today",

The Corporate Brand

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