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Managing Corporate Brands: A new approach to corporate communication

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Much attention has been paid recently to corporate brands and corporate reputations. Although companies go to great lenghts to enhance their image in the minds of consumers, investors, employees and other constituencies, current research fails to explain how brand-building corporate communication programmes should be designed. Marcos Ormeño introduces both behavioural science theory and decision analysis into corporate brand management using corporate communication.

Author(s): Marcos Ormeno
Publisher: duv
Year: 2007

Language: English
Pages: 322

Managing Corporate Brands......Page 1
Content......Page 2
1.Introduction......Page 22
2.Foundations......Page 31
3.Behavioural Perspective......Page 78
4.Managerial perspective......Page 131
5.Summary and Conclusions......Page 305
List of Reference......Page 318