The Corporate Brand | Nicholas Ind

The Corporate Brand
By Nicholas Ind
New York University Press (1997)

brandchannel.com says: Another proponent of what has become a deluge of book themes urging readers to take an organic approach to corporate identity. Ind ties together the brand owner’s internal and external communication efforts to convey a complete picture of the overall brand. And let’s face it. How many of us are aware of our company’s brand strategy or intent? If employees don’t understand the brand and individual departments are all promoting different brand values, the result is confusion and, ultimately, a loss in customers. (RR, Apr-01)


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