- What determines the strength of a corporate brand?- And how can it be enhanced?The Corporate Brand shows how organisations can best manage their reputations. The book is more than just about names and logos. Its fundamental premise is that organisations should integrate all forms of communication - be they the performance of products and services, the action of employees, or advertising - to build interactive relationships with all audiences. The Corporate Brand stresses the need for all communications to be based upon an organisation's distinctive culture.