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Corporate Branding
The Public Affairs Group, Jan 2004, Pages: 248
This in-depth publication demonstrates the opportunity for corporate communicators to have a seat at the table to impact brand leadership. Effective communicators use an integrated approach including marketing, advertising, technology, the internet, media relations, community relations, sponsorships and events, and employees as 'brand champions' to fully develop their corporate brand. This report provides a variety of examples to show how best-in-class corporations are aligning their corporate strategy and goals, internal and external communications and operations behind their brand to increase customer loyalty and drive revenue.
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