About this product

Product Identifiers

PublisherPalgrave Macmillan The Limited

ISBN-101403996636

ISBN-139781403996633

eBay Product ID (ePID)57085979

Product Key Features

Number of PagesXvii, 230 Pages

Publication NameGlobal Corporate Brand Book

LanguageEnglish

Publication Year2009

SubjectConsumer Guides, Marketing / General, Public Relations

TypeNot Available

AuthorMichael Morley

Subject AreaRéférence, Business & Economics

FormatHardcover

Dimensions

Item Height0.6 in

Item Weight18.9 Oz

Item Length9.2 in

Item Width6.1 in

Additional Product Features

Reviews"Michael Morley's book recognizes the inextricable linkage between brand and corporate reputation. Companies must recognize the evolution from shareholder to stakeholder society, with broader objectives such as community benefit and social good alongside profit maximization. You cannot buy a positive â„‘ you earn it through action. 'Be it, don't buy it' is the way forward.'" - Richard Edelman, President and CEO, Edelman "Morley wonderfully balances metrics, fundamentals and stories to keep the reader involved way beyond the second chapterâ€¦.the tolerance most of us have for business books." - Ed Lebar, CEO, BrandAsset Consulting/Young and Rubicam Brands "The book offers a comprehensive rationale for why public relations professionals should assume the lead role in the management of corporate brands" - John Graham, Chairman, Fleishman-Hillard "This book offers branding insights for students, academics and executives active in the world of business and communications. Morley gives readers a blend of theory, analysis and a lifetime of experience in building global corporate brands. What else would one expect from one of the giants of modern-day global public relations?" - John Doorley, Academic Director, M.S. Degree in Public Relations and Corporate Communications, New York University "Morley's anecdotes and case studies enliven the book, making it easy for the reader to absorb the wisdom it contains" - Keith Reinhard, Chairman Emeritus DDB Worlwide, 'Michael Morley's book recognizes the inextricable linkage between brand and corporate reputation. Companies must recognize the evolution from shareholder to stakeholder society, with broader objectives such as community benefit and social good alongside profit maximization. You cannot buy a positive image; you earn it through action. 'Be it, don't buy it' is the way forward.' - Richard Edelman, President and CEO, Edelman 'Morley wonderfully balances metrics, fundamentals and stories to keep the reader involved way beyond the second chapter .the tolerance most of us have for business books,' Ed Lebar, CEO, BrandAsset Consulting/Young and Rubicam Brands. 'The book offers a comprehensive rationale for why public relations professionals should assume the lead role in the management of corporate brands', John Graham, Chairman, Fleishman-Hillard. 'This book offers branding insights for students, academics and executives active in the world of business and communications. Morley gives readers a blend of theory, analysis and a lifetime of experience in building global corporate brands. What else would one expect from one of the giants of modern-day global public relations?' John Doorley, Academic Director, M.S. Degree in Public Relations and Corporate Communications, New York University. 'Morley's anecdotes and case studies enliven the book, making it easy for the reader to absorb the wisdom it contains', Keith Reinhard, Chairman Emeritus DDB Worlwide. 'In a market saturated with books on branding, I found The Global Corporate Brand Book...a genuine breath of fresh air...Morley splits his chosen subject into digestible and easy-to-read chapters, perfect for dipping in and out of...this made a perfect companion for my commute. His style is readable without being simplistic. This book is straight-talking and Morley approaches the subject in a very down-to-earth way without the arrogance and jargon found in so many books of this ilk...More experienced practitioners will find the case studies Morley draws on both anecdotal and engaging.' B2B Marketing, "Michael Morley's book recognizes the inextricable linkage between brand and corporate reputation. Companies must recognize the evolution from shareholder to stakeholder society, with broader objectives such as community benefit and social good alongside profit maximization. You cannot buy a positive image; you earn it through action. 'Be it, don't buy it' is the way forward.'" - Richard Edelman, President and CEO, Edelman "Morley wonderfully balances metrics, fundamentals and stories to keep the reader involved way beyond the second chapterâ€¦.the tolerance most of us have for business books." -Ed Lebar, CEO, BrandAsset Consulting/Young and Rubicam Brands "The book offers a comprehensive rationale for why public relations professionals should assume the lead role in the management of corporate brands" -John Graham, Chairman, Fleishman-Hillard "This book offers branding insights for students, academics and executives active in the world of business and communications. Morley gives readers a blend of theory, analysis and a lifetime of experience in building global corporate brands. What else would one expect from one of the giants of modern-day global public relations?" -John Doorley, Academic Director, M.S. Degree in Public Relations and Corporate Communications, New York University "Morley's anecdotes and case studies enliven the book, making it easy for the reader to absorb the wisdom it contains" - Keith Reinhard, Chairman Emeritus DDB Worlwide, "Michael Morley's book recognizes the inextricable linkage between brand and corporate reputation. Companies must recognize the evolution from shareholder to stakeholder society, with broader objectives such as community benefit and social good alongside profit maximization. You cannot buy a positive â„‘ you earn it through action. 'Be it, don't buy it' is the way forward.'" - Richard Edelman, President and CEO, Edelman "Morley wonderfully balances metrics, fundamentals and stories to keep the reader involved way beyond the second chapterâ€¦.the tolerance most of us have for business books." -Â Ed Lebar, CEO, BrandAsset Consulting/Young and Rubicam Brands "The book offers a comprehensive rationale for why public relations professionals should assume the lead role in the management of corporate brands" -Â John Graham, Chairman, Fleishman-Hillard "This book offers branding insights for students, academics and executives active in the world of business and communications. Morley gives readers a blend of theory, analysis and a lifetime of experience in building global corporate brands. What else would one expect from one of the giants of modern-day global public relations?" -Â John Doorley, Academic Director, M.S. Degree in Public Relations and Corporate Communications, New York University "Morley's anecdotes and case studies enliven the book, making it easy for the reader to absorb the wisdom it contains" - Keith Reinhard, Chairman Emeritus DDB Worlwide, "Michael Morley's book recognizes the inextricable linkage between brand and corporate reputation. Companies must recognize the evolution from shareholder to stakeholder society, with broader objectives such as community benefit and social good alongside profit maximization. You cannot buy a positive image; you earn it through action. 'Be it, don't buy it' is the way forward.'" - Richard Edelman, President and CEO, Edelman "Morley wonderfully balances metrics, fundamentals and stories to keep the reader involved way beyond the second chapterâ€¦.the tolerance most of us have for business books." -Â Ed Lebar, CEO, BrandAsset Consulting/Young and Rubicam Brands "The book offers a comprehensive rationale for why public relations professionals should assume the lead role in the management of corporate brands" -Â John Graham, Chairman, Fleishman-Hillard "This book offers branding insights for students, academics and executives active in the world of business and communications. Morley gives readers a blend of theory, analysis and a lifetime of experience in building global corporate brands. What else would one expect from one of the giants of modern-day global public relations?" -Â John Doorley, Academic Director, M.S. Degree in Public Relations and Corporate Communications, New York University "Morley's anecdotes and case studies enliven the book, making it easy for the reader to absorb the wisdom it contains" - Keith Reinhard, Chairman Emeritus DDB Worlwide

TitleLeadingThe

Dewey Edition22

Number of Volumes1 vol.

IllustratedYes

Dewey Decimal658.827

Intended AudienceScholarly & Professional

Table Of ContentAbout the Author Acknowledgements Introduction The Brand House The House of Brands We are Family The Brand Cèst 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

SynopsisThis new book by a leading practitioner based in the US shows the relationship between corporate brand and reputation and the value of company equity., The corporate brand can be considered as the definition of the company. This book by a leading practitioner explores the connections between corporate brands, corporate reputation, relationships, perceptions and image and shows how reputation can be enhanced and corporate brand equity strengthened over the long term.

LC Classification NumberHF5410-5417.5