Corporate image building: the case of US Singapore
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 January 1996
Abstract
Claims that brand image is not the same as corporate image, and that companies must actively promote company and brand names. Reviews relevant literature before addressing the case of a company in Singapore. Examines proactive image building as a communications strategy, assesses the corporate image and makes recommendations for the company.
Keywords
Citation
Ghosh, B.C. and Ho, H. (1996), "Corporate image building: the case of US Singapore", Corporate Communications: An International Journal, Vol. 1 No. 1, pp. 11-15. https://doi.org/10.1108/eb046520
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited