The Global Corporate Brand Book
Product Description
The corporate brand can be considered as the definition of the company. This book by a leading practitioner explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term…. More >>
3 Responses
9.10.2010
Morley’s style of relating theory to practice in broad themes is engaging to those with an in-depth knowledge of the subject while remaining accessible to those who are new to the field.
Rating: 5 / 5
9.10.2010
Morley gets what CEOs understand. The product brand is critical, but the corporate brand permits the product brands to survive. Most branding books miss this crucial distinction between the corporate brand the product brands (sometimes they are nearly the same, but not often). Product brand planning in B2B and B2C cannot proceed without the corporate brand thinking that Morley provides.
Rating: 5 / 5
9.10.2010
Morley’s thinking about corporate brands is informed by three essential thrusts: a public relations professional’s mindset, an unyielding global view of things, and a crisp taxonomy of corporate branding. If you haven’t thought much about how a brand house differs from a house of brands, about the special challenges of family brands, location brands and transitioning brands, Morley can bring you quickly up to speed.
Rating: 5 / 5