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The Corporate Brand
Paperback
ISBN13: 9780814737620
Publisher: New York Univ Pr
Published: Aug 1 2000
Pages: 184
Weight: 1.01
Height: 0.82 Width: 6.42 Depth: 9.53
Language: English
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.
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