Abstract
This paper argues that successful corporate brands are the result of clearly articulated and communicated values; that consistency of communications is a virtue; and that internal and external messages should be integrated. It outlines the benefits of becoming a powerful corporate brand and defines the barriers that undermine effective communications.
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1Nicholas Ind started ind.associates two years ago to offer clients corporate communications and branding consultancy. Previously he was Research and Planning Director of the Jenkins Group. Nicholas is the author of four books: ‘The Corporate Image’, ‘Great Advertising Campaigns’, ‘Terence Conran’, and most recently, ‘The Corporate Brand’. He is a Director of the Design Business Association and was a founder of the International Corporate Identity Group.
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Ind, N. An integrated approach to corporate branding. J Brand Manag 5, 323–329 (1998). https://doi.org/10.1057/bm.1998.20
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DOI: https://doi.org/10.1057/bm.1998.20