Corporate Brands: Meeting the Challenges of Changing Times

The economic crisis and the erosion of trust in governments and business means that corporate brands are more important than ever. Yet, thanks to the concomitant explosion of social media, controlling brand and message has never been harder for companies. This report, based on a September 2009 meeting of The Conference Board Council on Corporate Brand Management, discusses the challenges facing the corporate brand and what the new operating landscape—the new normal—will look like once the recession ends.

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