Shape the company's best brand -- Management Knowledge: Management Knowledge

Author: Nicolas Inde
Publisher:
Publish Date: 2004-07-01
Features: This book explores how companies should understand and manage their corporate brand. Although consultants may sometimes be involved in the process, the book adopts this perspective: Active brands are built upon solid and deeply held value principles. This requires self-awareness, market understanding, and leadership. The benefits of building a strong brand lie in fostering trust and loyalty among the company's primary audience. Companies that achieve this undoubtedly have a distinct advantage over those that do not.