The Global Corporate Brand Book
(Sprache: Englisch)
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...
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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.
Inhaltsverzeichnis zu „The Global Corporate Brand Book “
- About the Author - Acknowledgements - Introduction - - The Brand House - The House of Brands - We are Family - The Brand Cèst Moi - Transition - The Next Generation - Beyond Corporations: Can 'Cool Britannia' or 'Japan Inc' be a brand? - Biz to Biz brands: The Boring Business of B2B - Professional Service Firms - Not-for-profits - It's starting from the inside & Living the Brand - Mergers and name changes - Crisis - The defining moment - The pillars (elements) - Corporate Social Responsibility - What's it Worth? - The Role of Public Relations in Brand Building - Researching Brand Reputation
Autoren-Porträt von Michael Morley
MICHAEL MORLEY is President of Morley Corporate Consulting. He has counselled the world's largest corporations on reputation and branding and is a highly regarded international public relations expert with first hand experience of working in the US, Europe, South America and the Asia Pacific region. He is author of the successful and influential book, How to Manage Your Global Reputation: A Guide to the Dynamics of International Public Relations and is an Adjunct Professor at New York University's School of Continuing and Professional Studies.
Michale Morley has been selcted as Winner of the Atlas Award for Lifetime Achievement in Public Relations by the Public Relations Society of America.
Bibliographische Angaben
- Autor: Michael Morley
- 2009, 2009., 230 Seiten, Maße: 15,2 x 23,4 cm, Gebunden, Englisch
- Verlag: Palgrave Macmillan
- ISBN-10: 1403996636
- ISBN-13: 9781403996633
Sprache:
Englisch
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