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PowerPoint about «The Company Brand». Conference by Terry Tyrrell, Worldwide Chairman of the Brand Union, in the workshop celebrated as part of the «Meetings with the Scientific Committee» from Corporate Excellence.
The president of Bran Union explains what is a corporate brand, which he summarizes as «what the company represents and means in different ways, much more than logos or advertising».
The expert in brand identifies 4 main components that build a brand and that are influencing more and more the development of organizations:
- Corporate identity
- Corporate values
- Corporate personality
- Corporate behavior
