Buy The Best of Branding: Best Practices in Corporate Building
close menu
Bookswagon
search
My Account
Home > Business and Economics Books > Business and Management > Sales and marketing > The Best of Branding: Best Practices in Corporate Building
The Best of Branding: Best Practices in Corporate Building

The Best of Branding: Best Practices in Corporate Building


     0     
5
4
3
2
1



Out of Stock


Notify me when this book is in stock
X
About the Book

For more than a decade, Jim Gregory's firm, CoreBrand, has been at the forefront of research into the effectiveness of branding communications and the impact of branding on ROI and ultimately, on a company's bottom line. CoreBrand has spent years researching precisely how communications affect a brand and the resulting impact on financial performance. All of this knowledge has been compiled in a long-term study on the issue and into a unique database called the Corporate Branding Index[registered]. This large proprietary database examines over 1000 companies (mostly US based) across 34 industries and tracks each company's reputation, communication and financial performance. This information has been collected consistently and continuously since 1990 and is the only database of its kind. Written for management, marketing, advertising and public relations executives across all industries, The Best of Branding will be the first time the author publicly shares findings from the Corporate Branding Index, along with actual case studies from the business community. The Best of Branding includes an overview of The Branding Revolution - how it started and why quickly evolves into a summary/discussion of the key business issues of branding. The critical mass of the book (Part 3) consists of case studies that unveil results from the Corporate Branding Index[registered]. These detailed cases support the overall thesis of the book: a brand is a business asset that can and should be managed over time in the same manner as any other business asset. The author contends that communicators - those in the business of communications, including public relations, advertising, employee relations, sales and marketing - have done a terrible job at communicating the value of their work to senior level executives. Over time this has had a debilitating effect on their job, as senior level executives tend to view communications as an expense and, unless absolutely necessary, limit the expense. Limiting expenses is usually smart business, but as this book proves, communications -- i.e., branding efforts -- are clearly an investment worth pursuing. Each case study includes: a BrandPower Analysis; Industry Analysis; Communications pattern; Strategy; CEO involvement; Long-term outlook; Specific tactics; Communicating a single message; Sample campaigns; Critique of campaign; ROI Analysis, as well as a 1st person interview with a high-ranking marketing communications executive from the organization. Companies profiled include: IBM, American Express, Harley-Davidson, Maytag, Johnson & Johnson, AFLAC, General Electric, Southwest Airlines, Philip Morris/Atria, Campbell Soup Company, and more.

About the Author :
McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide


Best Sellers


Product Details
  • ISBN-13: 9780071403290
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Professional
  • Height: 226 mm
  • No of Pages: 240
  • Spine Width: 21 mm
  • Width: 147 mm
  • ISBN-10: 0071403299
  • Publisher Date: 16 Dec 2003
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Weight: 476 gr


Similar Products

Add Photo
Add Photo

Customer Reviews

REVIEWS      0     
Click Here To Be The First to Review this Product
The Best of Branding: Best Practices in Corporate Building
McGraw-Hill Education - Europe -
The Best of Branding: Best Practices in Corporate Building
Writing guidlines
We want to publish your review, so please:
  • keep your review on the product. Review's that defame author's character will be rejected.
  • Keep your review focused on the product.
  • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
  • Refrain from mentioning competitors or the specific price you paid for the product.
  • Do not include any personally identifiable information, such as full names.

The Best of Branding: Best Practices in Corporate Building

Required fields are marked with *

Review Title*
Review
    Add Photo Add up to 6 photos
    Would you recommend this product to a friend?
    Tag this Book Read more
    Does your review contain spoilers?
    What type of reader best describes you?
    I agree to the terms & conditions
    You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

    CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

    These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


    By submitting any content to Bookswagon, you guarantee that:
    • You are the sole author and owner of the intellectual property rights in the content;
    • All "moral rights" that you may have in such content have been voluntarily waived by you;
    • All content that you post is accurate;
    • You are at least 13 years old;
    • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
    You further agree that you may not submit any content:
    • That is known by you to be false, inaccurate or misleading;
    • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
    • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
    • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
    • For which you were compensated or granted any consideration by any unapproved third party;
    • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
    • That contains any computer viruses, worms or other potentially damaging computer programs or files.
    You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


    For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


    All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

    Accept

    Fresh on the Shelf


    Inspired by your browsing history


    Your review has been submitted!

    You've already reviewed this product!
    Your IP: 216.73.216.237 IN