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The Corporate Environment

In: The Corporate Brand

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  • Nicholas Ind

Abstract

Having looked at the core attributes of the corporate brand, it is important to assess its business value. What is it that has changed in the attitudes of people and the activity of society that has made corporate branding so important? This chapter will explore the changes that have determined the Zeitgeist of the late 1990s and their impact on the corporate brand. In 1990, the cultural commentator, Peter York believed the spirit of the decade would be one of default — ‘a great lack of confident Eightiesness’. By mid-decade York could say, And now we are at mid-decade and some real Nineties trends have been developing — many from Eighties roots. Information Technology changing the world of work forever; the real crisis of capitalism following the fall of communism; the melting of civic certainties and the institutions that symbolised them.1 York’s prognosis is only part of the story.

Suggested Citation

  • Nicholas Ind, 1997. "The Corporate Environment," Palgrave Macmillan Books, in: The Corporate Brand, chapter 2, pages 14-32, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-37588-8_2
    DOI: 10.1057/9780230375888_2
    as

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