The Corporate Brand - Softcover

"Blends original research with reprints of classic analyses making for a thoughtful set of essays and articles which survey Irish-American history in context of the overall immigrant experience."-"The Midwest Book Review", "This extremely thorough, thoughtful volume covers all the Irish bases up to the present."-"Publishers Weekly", "For anyone with the slightest interest in the history of Irish immigrants in America, Lee and Casey's book is a wonderful foundation on which to build a knowledge base."-"Northeast Book Reviews", "From the double-meaning of its title to its roster of impressive contributors, Making the Irish American is destined for the bookshelves of all readers who aim to keep up on Irish-American history."-"Irish America", "This lavish compendium looks at the Irish and America from a variety of perspectives."-"USA Today",

Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their individual brand name products. In The Corporate Brand, Nicholas Ind argues strongly for a new focus on corporate brand development. Ind argues that organizations must use all forms of communication, including performance of specific products, employees' services, and advertising, to build effective interactive relationships with their customers. The Corporate Brand elucidates the methods used by successful corporate brands to build and maintain both "corporate identity" and reputation.