Image and corporate identity

The first comprehensive publication on the Czech market on image and corporate identity brings, in addition to expertly erudite, up-to-date and readable interpretation, a number of examples of building, changing and analysing image and corporate identity from Czech and foreign practice, including the creation of corporate identity in the Czech Republic. The authors of the book are recognized experts in the field of marketing communication, Assoc. Jitka Vysekalová and Ing. Jiri Mikes. You will learn, what corporate identity consists of and how to manage it, and what the individual components of corporate identity represent, i.e. company culture, design, communication and behaviour. You will find out what an image is, what its components are, its characteristics and its links to behaviour. You will learn what all influences image building, what is the importance of emotions in this context and how the customer's ideas, opinions and emotional qualities associated with the product also decide about buying it. The book also covers image analysis, the use of qualitative and quantitative research methods and specific approaches to " measurement"
image. The publication is intended for marketing and PR managers and specialists as well as university students.