{"product_id":"9780333674727","title":"The Corporate Brand","description":"What determines the strength of a corporate brand? And how can it be enhanced? A corporate brand conveys a company's reputation to its audience. It is about far more than names and logos. A successful corporate brand links the corporate name to the company's distinctive qualities such as service or value. This book's fundamental premise is that organisations should use all forms of communication - be they performance of products and services, the action of employees or advertising - to build interactive relationships with their audience. It shows how successful corporate brands build and maintain both 'corporate identity' and reputation.","brand":"Palgrave Macmillan UK","offers":[{"title":"Default Title","offer_id":47010752856304,"sku":"9780333674727","price":139.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0737\/7593\/9824\/files\/9780333674727_p0.jpg?v=1763684956","url":"https:\/\/shop-qa.barnesandnoble.com\/products\/9780333674727","provider":"Barnes \u0026 Noble (DEV)","version":"1.0","type":"link"}