 |
The Best of Branding
In The Best of Branding James Gregory presents eye-opening case studies that unveil results from the Corporate Branding Index — a one-of-a-kind database that analyzes branding data from more than 1,000 companies, tracking their reputation, communications, and financial performance — along with original, in-depth interviews with the executives responsible for some of today's most dominant brands — from AFLAC and Harley-Davidson to Johnson & Johnson, General Electric, Southwest Airlines, and more. Filled with remarkable insight on how communications affect a brand, The Best of Branding shows how immensely powerful the corporate brand can be — and how to fully capitalize on its value. |
 |
Branding Across Borders
As companies become more complex and extend their reach, it becomes increasingly difficult to protect and nurture their brands across the cultural, political, economic and geographic lines. Branding Across Borders details how marketers can manage their own organizational structures to effectively extend and build brands in the global marketplace. From best practices in repositioning an existing brand internally to avoiding creative pitfalls of cross-cultural brand advertising, this book addresses the most pressing issues and challenges related to building global brands. |
 |
Leveraging the Corporate Brand James R. Gregory with Jack G. Wiechmann What is the power of a corporate brand and can it be measured? Leveraging the Corporate Brand tackles this age-old question that has baffled CEOs and corporate communicators alike. It describes in detail CoreBrand’s breakthrough research and quantitative method, based on a decade of research, for measuring the impact of corporate communications on a company’s reputation and financial performance. It provides long-awaited insights — with practical applications — into valuing the impact of your corporate brand on your bottom line. |
 |
Marketing Corporate Image: The Company as Your Number One Product James R. Gregory with Jack G. Wiechmann A company's image is perhaps its most powerful marketing asset. Marketing Corporate Image details how any company — large or small — can best utilize image advertising and includes case studies of successful corporate advertising campaigns executed by some of the most well-known companies in the world. From how to articulate your corporate mission to selecting the best media to reach your target audience, from critiquing the effectiveness of your advertising materials to determining the consistency of your campaigns, this book offers a comprehensive approach to controlling and maximizing the impact of your company’s image. |