Corporate Branding -- Purpose / People / Process
Towards the Second Wave of Corporate Branding
The book confronts the challenges and dilemmas of corporate brand management and offer new insights into how corporate brands can be studied and managed.
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What Reviewers Are Saying
"This book, the combined work of many experts, embraces all the multi-faceted disciplines with which branding is currently involved and synthesizes them into a comprehensive whole. A milestone in the field." Wally Olins, Chairman of Saffron Brand Consultants "Is Corporate branding dead or more alive than ever? Corporate branding has been a key theme on the management and communication agenda for several years with a tendency to black and white arguments for and against. A book reflecting on what we have learnt so far and how companies and organizations can move their company brand work to a second level is much needed..." Anne-Marie Skov, Vice President Communications, Carlsberg A/S