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.

'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

Autorentext

MICHAEL MORLEY is President of Morley Corporate Consulting. He has counselled the world's largest corporations on reputation and branding and is a highly regarded international public relations expert with first hand experience of working in the US, Europe, South America and the Asia Pacific region. He is author of the successful and influential book, How to Manage Your Global Reputation: A Guide to the Dynamics of International Public Relations and is an Adjunct Professor at New York University's School of Continuing and Professional Studies.

Michale Morley has been selcted as Winner of the Atlas Award for Lifetime Achievement in Public Relations by the Public Relations Society of America.

Inhalt
About 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 insideLiving 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