Making the Most
of Your Corporate Brand
1999 Financial Times.

Developing a powerful corporate brand engenders trust and loyalty among an organisation's key audiences. The most effective brands are those built on strong and deeply held values, requiring self-knowledge, market understanding and leadership. This authoritative and practical briefing outlines the steps you need to take from defining your brand through to on-going management. Contents include- The mystery of corporate branding; Building trust; Analysing the corporate brand; Relationships and the corporate brand; Managing the corporate brand. Plus case studies on Corporate branding and Communications.

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