The Impact of Corporate Branding on Firm Performance

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Corporate branding is emerging as a strategic tool for the attainment of corporate objectives. This area of study is an amalgamation of mission statements, corporate culture, corporate communications, corporate visual identity and corporate identity review. In other words it has its roots in the strategy and behavioral schools. This book is a novel attempt to bring under one roof all the tools that the modern day manager needs to manage his company as a brand. In this day and age of stiff competition, managers need to create positive impressions in the minds of key stakeholders who have power to shape the trajectory of the company. In this book Engineer Finch uses advanced statistical analysis to point out those dimensions of corporate branding that need attention, using sample evidence in his country of residence.