{"product_id":"the-corporate-brand-9780814737620","title":"The Corporate Brand","description":"\u003cp\u003eRegardless 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 \u003ci\u003eThe Corporate Brand\u003c\/i\u003e, Nicholas Ind argues strongly for a new focus on corporate brand development.\u003cbr\u003eInd 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. \u003ci\u003eThe Corporate Brand\u003c\/i\u003e elucidates the methods used by successful corporate brands to build and maintain both \"corporate identity\" and reputation.\u003c\/p\u003e","brand":"Nicholas Ind","offers":[{"title":"Default Title","offer_id":48273434378491,"sku":"9780814737620","price":107.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0779\/3917\/9771\/files\/CoreSourceHub_a3d38491-5521-4d5e-af48-bdac9c3eb580.jpg?v=1771017515","url":"https:\/\/indiepubs.com\/products\/the-corporate-brand-9780814737620","provider":"IndiePubs","version":"1.0","type":"link"}