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Corporate Branding - Purpose / People / Process

Towards the Second Wave of Corporate Branding

Format: Paperback
Publisher: Copenhagen Business School Press, Frederksberg, Denmark
Published: 7th Dec 2005
Dimensions: w 155mm h 230mm d 20mm
Weight: 430g
ISBN-10: 8763001403
ISBN-13: 9788763001403
Barcode No: 9788763001403
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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"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