Branding the Corporation

Simon Mottram
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Simon Mottram: Interbrand

Chapter Chapter 7 in Brands, 1998, pp 63-71 from Palgrave Macmillan

Abstract: Abstract The key challenge for companies at the end of the twentieth century will be realising the potential of their corporate brands. In today’s markets, companies increasingly compete on the basis of intangible factors and the reputation of the corporation itself is often the most valuable and most misunderstood intangible of all.

Keywords: Product Brand; Corporate Identity; Brand Extension; Corporate Brand; Brand Management (search for similar items in EconPapers)
Date: 1998
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DOI: 10.1007/978-1-349-26070-6_7

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