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.

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...