The Corporate Environment

Nicholas Ind

Chapter 2 in The Corporate Brand, 1997, pp 14-32 from Palgrave Macmillan

Abstract: Abstract Having looked at the core attributes of the corporate brand, it is important to assess its business value. What is it that has changed in the attitudes of people and the activity of society that has made corporate branding so important? This chapter will explore the changes that have determined the Zeitgeist of the late 1990s and their impact on the corporate brand. In 1990, the cultural commentator, Peter York believed the spirit of the decade would be one of default — ‘a great lack of confident Eightiesness’. By mid-decade York could say, And now we are at mid-decade and some real Nineties trends have been developing — many from Eighties roots. Information Technology changing the world of work forever; the real crisis of capitalism following the fall of communism; the melting of civic certainties and the institutions that symbolised them.1 York’s prognosis is only part of the story.

Keywords: Corporate Environment; Corporate Brand; Consumer Trust; German Bank; American Bank (search for similar items in EconPapers)
Date: 1997
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-37588-8_2

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DOI: 10.1057/9780230375888_2

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