What determines the strength of a corporate brand?
And how can it be enhanced? A corporate brand conveys a company's
reputation to its audience. It is about far more than names and
logos. A successful corporate brand links the corporate name to
the company's distinctive qualities such as service or value. This
book's fundamental premise is that organisations should use all
forms of communication - be they performance of products and services,
the action of employees or advertising - to build interactive relationships
with their audience. It shows how successful corporate brands build
and maintain both 'corporate identity' and reputation.
“That brand is an asset built on
everything an organization does is well reflected in Nicholas Ind´s
book, which in 184 pages covers every aspect of corporate communication
in an easy to read style, which because it is well written and because
Nicholas Ind knows his subject, avoids jargon.”
– Journal of Brand Management
“One of the great strengths of The Corporate Brand
is that Nicholas Ind clearly understands his subject. The references in
the book to British and American companies with which I have had dealings,
were concise, to the point and related well to a better understanding
of brand and how they work in reality.” – Marketing Business
