Corporate Image Management: A Marketing Discipline for the 21st Century

By Steven Howard

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• Format: Paperback
• Language: English
• ISBN: 9810080859
• ISBN13: 9789810080853
• Release Date: January 1998
• Publisher: Butterworth-Heinemann
• Length: 224 Pages

Customer Reviews

An approach for competitive distinction

One of the most interesting book i have read about the importance of corporate identity. It is absolutely important to know how to build a good identity and how to communicate the same to the client.I'm 100% accurate that in the next years to come, identity, image, communication will be the most important assets in guatemalan companies.

Excellent! A 'how to' approach to the new paradigm

The new paradigm being promoted by Howard (and an increasing number of others in the field) is the view of Corporate Image as a completely integrated discipline - reaching far beyond the traditional (logo/font/colours/packaging etc) design approach. It's summed up in the quote, 'if it touches the consumer it's a Corporate Image issue'. The book goes on to provide, along with a host of case studies and examples, practical steps to performing everything from an initial audit to executing a full Corporate Image program. Includes check-lists, best-practice suggestions, and some serious points on change management that must also be heeded if any such programme is to succeed! I'll use this book for years to come as a reference and guide.

It is a unique book in the subject of corporate image.

I have read the book three times. It was very useful for my doctorate thesis. It brings a new approach to the corporate image subject. It supports the idea that corporate image is not just a graphic design, it is also a marketing and a management discipline. For this reason it is not enough to design corporate image, it also has to be managed.This is a new idea that nobody thought it before. I also like the new idea that with this new approach corporate image has some functions as being a catalyst for change, as a filters in the communication process and as being 5.P of marketing mix. By having a new ideas about this subject, it is a unique book in the subject of corporate image. This book is also very useful for companys which want to take an advantage in the global world by building an efficient corporate image. Lastly, the book contains new ideas and new approaches about corporate image. And whoever interested in this subject, he should read this book. Ireally recommend it.

An entirely new way to look at Corporate Image

A great resource for any CEO, business manager, marketer, pr or advertising person. Howard brings a fresh approach to managing your corporate image from much more than just a design point of view. The corporate image and the process of managing it is a discipline that affects all areas of your business. Now you can find out how to turn this to your advantage.The use of live examples throughout the book helps to clearly illustrate the effect that the mis-management, and pro-active management of your corporate image has on the public, your customers and prospects.

Here's how build a corporate image to your advantage.

This is an excellent explanation of how the corporate image impacts every facet of the organization. The first time I've seen an author take a comprehensive approach to the topic of corporate image management, including how the CULTURE of an organization impacts its image.Howard has identified the direction CEOs and others must take in order to drive and develop strong future relationships with customers and business partners. I like how he integrated a 5-step corporate image management process into all levels of organizational management.Clearly written and easy to apply. Good action plans and lots of examples show how build your corporate image to your advantage. I recommend it.