The Global Corporate Brand Book

1. Introduction
Michael Morley

2. The brand house
Michael Morley

3. The house of brands
Michael Morley

4. We are family
Michael Morley

5. The brand, cèst moi
Michael Morley

6. Transitions — the next generation
Michael Morley

7. Location branding
Michael Morley

8. The boring business of B2B
Michael Morley

9. Professional service firms
Michael Morley

10. Not-for-profits
Michael Morley

11. Living the brand
Michael Morley

12. Mergers and acquisitions
Michael Morley

13. Rebranding the corporation
Michael Morley

14. Crisis — the defining moment
Michael Morley

15. The pillars — creating the brand foundation
Michael Morley

16. Corporate social responsibility
Michael Morley

17. What’s it worth?
Michael Morley

18. The role of public relations in brand building
Michael Morley

19. Researching brand reputation
Michael Morley

Nyckelord: Business and Management, Marketing