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Title: Corporate Image Management: A Marketing Discipline for the 21st Century by Steven Howard ISBN: 9-8100808-5-9 Publisher: Butterworth-Heinemann Pub. Date: 1998 Format: Paperback Volumes: 1 List Price(USD): $24.95

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Average Customer Rating: 5 (6 reviews)

Rating: 5
Summary: An approach for competitive distinction
Comment: One of the most interesting book i have read about the importance of corporate identity. It is absolutely important to know how to build a good identity and how to communicate the same to the client.

I'm 100% accurate that in the next years to come, identity, image, communication will be the most important assets in guatemalan companies.

Rating: 5
Summary: Excellent! A 'how to' approach to the new paradigm
Comment: The new paradigm being promoted by Howard (and an increasing number of others in the field) is the view of Corporate Image as a completely integrated discipline - reaching far beyond the traditional (logo/font/colours/packaging etc) design approach. It's summed up in the quote, 'if it touches the consumer it's a Corporate Image issue'.

The book goes on to provide, along with a host of case studies and examples, practical steps to performing everything from an initial audit to executing a full Corporate Image program. Includes check-lists, best-practice suggestions, and some serious points on change management that must also be heeded if any such programme is to succeed!

I'll use this book for years to come as a reference and guide.

Rating: 5
Summary: This is an important and useful book.
Comment: Chinese firms have started to take care of CI. This book will guide them into 21th.