Managing corporate brands successfully – approaches for strategic corporate communications
Siegfried HöglGfK Marktforschung, Germany; and Member of the Board GfK Ad HocResearch Worldwide.
Oliver HuppGfK Marktforschung, Brand and Communication...
Managing corporate brands successfully - approaches for strategic corporate communications
While Corporate Reputation Management has grown in importance, it is generally agreed there are no adequate instruments to measure the strength of the corporate brand.
