| Title : | The best of branding : best practices in corporate branding | | Material Type: | printed text | | Authors: | James R. Gregory, Author | | Publisher: | New York : McGraw-Hill | | Publication Date: | 2004 | | Pagination: | xvi, 224 p. | | Layout: | ill. | | Size: | Hardback | | ISBN (or other code): | 978-0-07-140329-0 | | Class number: | 658.827 | | Abstract: | The definitive guide to branding practices, The Best of Branding is the first and only book to reveal the findings of the Corporate Branding Index, a proprietary database created by CoreBrand - the only branding firm that ties the corporate brand to bottom-line performance - that examines over 1000 companies across 40 industries and tracks each company's reputation, communication and financial performance. Founder and CEO of CoreBrand James Gregory shares the results via case studies that profile such leading companies as American Express, Johnson & Johnson, General Electric, and Southwest Airlines.In this groundbreaking book, Gregory explains how - through a rigorous process called the CoreBrand Analysis - management, marketing, advertising, and public relations executives across all industries can and should:
-Define the essence of a brand
-Understand the value that a brand delivers
-Get the most impact from corporate brand communications
-Differentiate between brand strategy and advertising
-Bring a brand to life and manage its growth | | Contents note: | Part 1.Corporate brands and the bottom line; Part 2.Four steps to a better branding process; Part 3.The 12 best practices in corporate branding...inside some of America's smartest brands; Index. |
The best of branding : best practices in corporate branding [printed text] / James R. Gregory, Author . - New York : McGraw-Hill, 2004 . - xvi, 224 p. : ill. ; Hardback. ISBN : 978-0-07-140329-0 | Class number: | 658.827 | | Abstract: | The definitive guide to branding practices, The Best of Branding is the first and only book to reveal the findings of the Corporate Branding Index, a proprietary database created by CoreBrand - the only branding firm that ties the corporate brand to bottom-line performance - that examines over 1000 companies across 40 industries and tracks each company's reputation, communication and financial performance. Founder and CEO of CoreBrand James Gregory shares the results via case studies that profile such leading companies as American Express, Johnson & Johnson, General Electric, and Southwest Airlines.In this groundbreaking book, Gregory explains how - through a rigorous process called the CoreBrand Analysis - management, marketing, advertising, and public relations executives across all industries can and should:
-Define the essence of a brand
-Understand the value that a brand delivers
-Get the most impact from corporate brand communications
-Differentiate between brand strategy and advertising
-Bring a brand to life and manage its growth | | Contents note: | Part 1.Corporate brands and the bottom line; Part 2.Four steps to a better branding process; Part 3.The 12 best practices in corporate branding...inside some of America's smartest brands; Index. |
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