From Corporate Brand to Company Brand: Authenticity, Transparency and Origin - Ecosistema de conocimiento de Corporate Excellence
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Brand

Insights April 2014

From Corporate Brand to Company Brand: Authenticity, Transparency and Origin

Several years ago brands expanded their role from the original area of marketing and sales to the corporate scale, leaving behind exclusive association with products and moving towards reflecting the company in its entirety. Today brands are making another step forward: they still reflect the commercial and corporate areas, but the intersection of the two areas yielded a new field: brand as a company.

This document was prepared by Corporate Excellence – Centre for Reputation Leadership and contains references to the speech delivered Terry Tyrrell, the President and Co-Founder of The Brand Union (2007), formerly Sampson Tyrrell (1976) and Enterprise IG (1996), and a member of the Board of Corporate Excellence – Centre for Reputation Leadership, at the event titled Meeting the Board: The Company Brand, held in Madrid on January 31, 2013.