| 书目名称 | The Corporate Brand |
| 编辑 | Nicholas Ind |
| 视频video | http://file.papertrans.cn/907/906815/906815.mp4 |
| 图书封面 |  |
| 描述 | 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. |
| 出版日期 | Book 1997 |
| 关键词 | brand; communication; corporate identity; Image; Organisation; reputation |
| 版次 | 1 |
| doi | https://doi.org/10.1057/9780230375888 |
| isbn_ebook | 978-0-230-37588-8 |
| copyright | Palgrave Macmillan, a division of Macmillan Publishers Limited 1997 |
|Archiver|手机版|小黑屋|
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