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.

Managing The Organisation Brand.

Hugh Davidson

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?...