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In the "Best of Branding", branding pioneer Jim Gregory publishes - for the first time ever - findings from his revolutionary Corporate Branding Index[registered]. This index, which for more than a decade has compiled branding results from more than 1,000 companies, is today's most influential and exhaustive database on what works, what doesn't, and why. In-depth interviews with the executives responsible for today's most dominant brands discuss best and worst strategies for building a durable brand. Companies profiled include AFLAC, Harley-Davidson, Johnson & Johnson, General Electric, Southwest Airlines, and more.
| ISBN | 0071403299 | | Pages | 288 | | ISBN13 | 9780071403290
(What's this?) | | Volumes | 1 | | Publisher | McGraw-Hill Education - Europe | | Weight (grammes) | 481 | | Imprint | McGraw-Hill Professional | | Published in | London | | Format | Hardback | | Height (mm) | 235 | | Publication date | 01 Dec 2003 | | Width (mm) | 160 | | Library of Congress | HD69, HD69, HD69.B7 | | Spine width (mm) | 22 | | DEWEY | 658.827 | | Academic level | Professional / Scholarly | | DEWEY edition | DC22 | |
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| | | Acknowledgments | | | | | | Preface: A word about CoreBrand | | | | | | Introduction | | | | Pt. 1 | | Corporate Brands and the Bottom Line | | 1 | | 1 | | How Corporate Brands Add Value | | 3 | | 2 | | What Is CoreBrand Power? | | 8 | | 3 | | How Corporate Brands Contribute to Financial Performance | | 19 | | Pt. 2 | | Four Steps to a Better Branding Process | | 25 | | 4 | | Step One: Discovery | | 27 | | 5 | | Step Two: Strategy | | 34 | | 6 | | Step Three: Communications | | 39 | | 7 | | Step Four: Management | | 47 | | Pt. 3 | | The 12 Best Practices in Corporate Branding...Inside Some of America's Smartest Brands | | 59 | | 8 | | Best Practice No. 1: Have a Vision | | 61 | | 9 | | Best Practice No. 2: Create an Emotional Bond with Customers | | 76 | | 10 | | Best Practice No. 3: Live the Brand | | 91 | | 11 | | Best Practice No. 4: Create a Company Culture That Protects and Polishes Your Corporate Brand | | 103 | | 12 | | Best Practice No. 5: Align Your Brand with Your Business | | 116 | | 13 | | Best Practice No. 6: Be Bold | | 130 | | 14 | | Best Practice No. 7: Be Consistent | | 142 | | 15 | | Best Practice No. 8: Communicate Your Corporate Brand 360 Degrees | | 153 | | 16 | | Best Practice No. 9: Own Your Industry's Innovations | | 164 | | 17 | | Best Practice No. 10: Know How to Choose Your Next CEO | | 175 | | 18 | | Best Practice No. 11: Treasure Your Employees | | 187 | | 19 | | Best Practice No. 12: Build a Brand on a Budget | | 198 | | | More... | | |
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