Leveraging the Corporate Brand, Gregory, Wiechmann
Tytuł: Leveraging the Corporate Brand
Autor: James R. Gregory, Jack G. Wiechmann
Wydawca: McGraw-Hill
Wydanie:
Rok wydania: 1997
ISBN-13: 9780844234441
Okładka: twarda
Liczba stron: 233
Stan
Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.
Spis treści
Foreword
Acknowledgments
Introduction 1
Sect. I Corporate Branding and Its Bottom-Line Impact 5
Ch. 1 What Is Corporate Branding? 7
Ch. 2 The Corporate Branding Index: Attaining the "Holy Grail" 19
Ch. 3 The Multiplier Effect on Financial Performance 29
Sect. II How Corporate Branding Is Achieved 49
Ch. 4 Crafting the Brand 51
Ch. 5nEstablishing the Key Message 61
Ch. 6 Integrating Communications to Reach Corporate Goals 79
Ch. 7 The Multiplier Effect on Key Audiences 95
Sect. III Implementing Corporate Branding 107
Ch. 8 Gaining Recognition for the Spin-Off 109
Ch. 9 Corporate Branding on a Global Scale 117
Ch. 10 How Corporate Branding Works for the Small Business 129
Ch. 11 Advocacy and Cause Marketing 139
Ch. 12 Interactive Media ... and Strong Brand Position 155
Sect. IV Corporate Branding and the CEO 167
Ch. 13 Corporate Growth versus Status Quo 169
Ch. 14 The Role of the CEO 177
Ch. 15 Two Sources of Aid for the CEO 189
App. A Levi Strauss and Co.: "One of the Great Global Brands" 199
App. B Hancor, Inc.: The Critical Path to Starting a Corporate Branding Program 209
App. C Other Ways to Reflect Corporate Brand 217
Index 225