Palgrave Business & Management Collection

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.