REPUTATION AND CAPITAL OF CORPORATE BRANDS

Hanna Górska-Warsewicz's book is a comprehensive analysis of the relationship between reputation and capital of corporate brands. Drawing on her rich, thirty-year research experience, the author presents a dynamic and multidimensional view of this issue, taking into account identity, image and organizational reputation. This publication is an invaluable source of knowledge for anyone interested in brand management, creating brand value and understanding the impact of reputation on business success.

• Comprehensive analysis of the relationship between reputation and brand capital
• Dynamic and multidimensional approach to the topic
• Consideration of identity, image and organizational reputation
• Practical application for micro-enterprises and corporations
• Innovative modeling of structural equations
• Research among managers and consumers

This book is a unique combination of theory and practice, offering the reader insights into the latest research and proven methods of brand management. The author analyzes the impact of the heritage and leadership of corporate brands on their capital and identifies the determinants that shape their value. This makes this publication not only a valuable source of academic knowledge, but also a practical tool for managers and marketing specialists.

Thanks to her many years of experience, Hanna Górska-Warsewicz presents an analysis in a broader context, taking into account organizational reputation. The inclusion of studies conducted among managers and consumers allows for a comprehensive presentation of the reputation and capital of corporate brands from an internal and external perspective. An innovative solution is the application of structural equation modeling using two methods that have been used in parallel so far. The author proposes a basic and an extended model, which allows for flexible adaptation of the analysis to the specifics of the brand.

This publication is aimed at a wide audience - from students and scientists dealing with the issue of corporate brands, to business practitioners, including micro-enterprises and international corporations. This book is an invaluable source of knowledge for anyone who wants to understand how to build a strong and lasting brand that enjoys a good reputation and generates high capital. With this publication, the reader will gain the knowledge and tools necessary for effective brand management in a dynamic and competitive business environment.

Wydawnictwo Naukowe PWN, known for its high-quality scientific publications, offers readers another publication that will certainly contribute to the development of knowledge and practice in the field of brand management. The book "Reputation and Capital of Corporate Brands" is a must-have for anyone who is serious about building a strong and recognizable brand.