Managing The Organisation Brand.
What is an organisation brand? It is neither a product/service nor a corporate brand, and wider than both. Everyone would agree that Pampers or Ariel is a brand. What about their owner, Procter & Gamble?...
Managing the Organisation Brand
This article is adapted from the author's book 'The Committed Enterprise'. It compares and contrasts the organisation brand with a product /service and corporate brand.
