The Global Corporate Brand Book (Hardcover, 1st)

About the Author Acknowledgements Introduction The Brand House The House of Brands We are Family The Brand Cest Moi Transition - The Next Generation Beyond Corporations: Can 'Cool Britannia' or 'Japan Inc' be a brand? Biz to Biz brands: The Boring Business of B2B Professional Service Firms Not-for-profits It's starting from the inside...Living the Brand Mergers and name changes Crisis - The defining moment The pillars (elements) Corporate Social Responsibility What's it Worth? The Role of Public Relations in Brand Building Researching Brand Reputation