Corporate Branding -- Purpose / People / Process: Towards the Second Wave of Corporate Branding - Softcover

"This book, the combined work of many experts, embraces all the multi-faceted disciplines with which branding is currently involved and synthesizes them into a comprehensive whole. A milestone in the field." Wally Olins, Chairman of Saffron Brand Consultants "Is Corporate branding dead or more alive than ever? Corporate branding has been a key theme on the management and communication agenda for several years with a tendency to black and white arguments for and against. A book reflecting on what we have learnt so far and how companies and organizations can move their company brand work to a second level is much needed..." Anne-Marie Skov, Vice President Communications, Carlsberg A/S

The book confronts the challenges and dilemmas of corporate brand management and offer new insights into how corporate brands can be studied and managed.