Image and corporate identity

The second edition of the only comprehensive publication on image and corporate identity on the Czech market brings not only an erudite yet readable interpretation of the issue, but also a number of examples of building, changing and analysing image and corporate identity from Czech and foreign practice. He is also involved in creating the corporate identity of the Czech Republic, including the abbreviated name of our country.

In the new edition you will find updated theoretical knowledge from the field, as well as practical examples and recommendations for practice. You will learn, what corporate identity consists of and how to manage it, and what the individual components of corporate identity represent, what an image is, what its components are, characteristics and behavioural links. You will find out 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 deals with 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 and university students. The authors of the book are recognized experts in the field of marketing communication Jitka Vysekalová, Jiří Mikeš and now Jan Binar, head of McCann agency and president of the Association of Communication Agencies.