#2976919 in eBooks 2016-01-12 2016-01-12File Name: B01FYA4JPW
1 of 1 people found the following review helpful. Getting your mind around corporrate brandsBy Frank OvaittMorley's thinking about corporate brands is informed by three essential thrusts: a public relations professional's mindset, an unyielding global view of things, and a crisp taxonomy of corporate branding. If you haven't thought much about how a brand house differs from a house of brands, about the special challenges of family brands, location brands and transitioning brands, Morley can bri"Michael Morley's book recognizes the inextricable linkage between brand and corporate reputation. Companies must recognize the evolution from shareholder to stakeholder society, with broader objectives such as community benefit and social good alongside profit maximization. You cannot buy a positThe 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. [PDF.kg21] The Global Corporate Brand Book Rating: 3.66 (505 Votes)
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