The definition of an organization is its brand, which has a measurable value. This new book examines the ways in which public relations practitioners can assume a leading role in building brand value by establishing trust and enhancing reputation for every type of entity. There are lessons for large corporations, family companies, professional service firms, NGOs, not-for-profit organizations and even nations. A number of current case studies reveal the secrets of some of today's most successful global corporate brands.
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