Corporate Image Management: A Marketing Discipline for the 21st Century

Corporate image can dramatically affect a company’s ability to sell its goods and its services, recruit staff and attract financial resources. This is an integrated approach to the management of all verbal, visual and environmental elements and media in communicating an organization’s identity. It covers how to differentiate the organization from its competition, how to add value to products and services, and how to attract and maintain both customers and employees in an ever-changing global market-place. Howard demonstrates the value of a good corporate image, the tools needed to achieve successful corporate image programmes, the impact of design, corporate image as a strategic marketing weapon and managing corporate image in a changing environment. Case studies are used to explain the different approaches that can be used to create a successful corporate image.