Brands – corporate, products, service – today are collectively defined by their customers, deriving from personal experiences and word of mouth. This book a

Recent research in business strategy suggests that corporate reputations are a valuable strategic asset for every company. Good reputations have been shown to h

Technological advances, alongside increasing globalization and growing awareness of socio-cultural and socio-political issues, are driving corporate branding in

Corporate Brand Design offers a unique and comprehensive exploration of the relationship between companies, their brand design, and their stakeholders. The book

This comprehensive Encyclopedia captures the intricacies of corporate communication, offering 87 clear, succinct definitions of important concepts within market