The role of public relations in brand building

Michael Morley

Chapter 17 in The Global Corporate Brand Book, 2009, pp 201-210 from Palgrave Macmillan

Abstract: Abstract Many hold the view that the term brand is firmly fixed in the sphere of marketing and sales, applies to products and is misplaced in the context of corporate communications. In the public relations community the preferred term is reputation. Brand is considered to be too ephemeral and somehow linked to the superficial rather than to substance. Brand managers and CEOs who have risen through the marketing ranks invariably differ. They recognize brand equity, but struggle to define the real value of reputation.

Keywords: Brand Equity; Corporate Reputation; Brand Reputation; Grocery Retailer; Reputation Ranking (search for similar items in EconPapers)
Date: 2009
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DOI: 10.1057/9780230239456_18

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