Articles

The Global Corporate Brand Book reveals the secrets behind the success of leading company brands such as Coca-Cola, GE, HSBC, Johnson & Johnson, Starbucks and UPS and explains how to define a corporate brand and build its reputation.

The corporate brand is often considered to be the definition of the company. From multi-brand corporations and family companies to not-for-profit organizations, the hallmarks of a successful global corporate brand are the same and a company's reputation and health relies upon them. These key characteristics include:

• strong leadership
• understanding of corporate culture
• adherence to strong values
• employee commitment to living the brand
• swift and decisive action in times of crisis
• the creation and maintenance of trusting relationships with stakeholders

Exploring the connections between corporate brands, reputation, relationships, perceptions and image, The Global Corporate Brand Book analyses why some brands like Nike and Ford have stamina while others flounder when their reputation is tarnished, for example PanAm and Arthur Anderson.

Morley states that strong corporate branding should be a priority for any company. A CEO should be appointed on the strength of his understanding of the corporate brand and culture as the two are inextricably linked. The period following a leadership change is a time of heightened brand risk because, as Morley says:

"The race to build a great and enduring corporate brand is neither a sprint nor a marathon. It is a relay in which the baton is passed from one leader and generation to another. Lasting success is based not on fashion but on values and behavior that earn the trust and affection of stakeholders."

The Global Corporate Brand Book is an invaluable guide to strengthening corporate brand equity.

MICHAEL MORLEY is President of Morley Corporate Consulting, Senior Counsel at Edelman, the world's largest independent public relations firm, and Chairman of the Senior Advisory Group of Experts at Echo Research . He has counselled the world's largest corporations on reputation and branding and is a highly regarded international public relations expert with first hand experience of working in the US, Europe, South America and the Asia Pacific region. He is author of the successful and influential book, How to Manage Your Global Reputation: A Guide to the Dynamics of International Public Relations and is an Adjunct Professor at New York University's School of Continuing and Professional Studies.

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