The Global Corporate Brand Book
| Series: | |
| Publisher: | Palgrave Macmillan UK |
| Subject: | Business names, Corporate image. |
| Authors: | M. Morley |
| Pages: | 230 pages |
| Binding: | Hardcover |
| ISBN: | 9781403996633 |
| Call No: | HD69.B7 M666 2009 |
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.