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The role of public relations in brand building

In: The Global Corporate Brand Book

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  • Michael Morley

Abstract

Many hold the view that the term brand is firmly fixed in the sphere of marketing and sales, applies to products and is misplaced in the context of corporate communications. In the public relations community the preferred term is reputation. Brand is considered to be too ephemeral and somehow linked to the superficial rather than to substance. Brand managers and CEOs who have risen through the marketing ranks invariably differ. They recognize brand equity, but struggle to define the real value of reputation.

Suggested Citation

  • Michael Morley, 2009. "The role of public relations in brand building," Palgrave Macmillan Books, in: The Global Corporate Brand Book, chapter 17, pages 201-210, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23945-6_18
    DOI: 10.1057/9780230239456_18
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