The Corporate Brand

by Nicholas Ind

Book Overview

Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their individual brand name products. In The Corporate Brand, Nicholas Ind argues strongly for a new focus on corporate brand development.
Ind argues that organizations...

• Format: Paperback
• Language: English
• ISBN: 0814737625
• ISBN13: 9780814737620
• Release Date: August 2000
• Publisher: New York University Press
• Length: 184 Pages
• Weight: 1.01 lbs.
• Dimensions: 0.8" x 6.4" x 9.5"