The Best Of Branding - Best Practices In Corporate Branding

James Gregory

224 pages, parution le 12/01/2004

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Résumé

In The Best of Branding, branding pioneer Jim Gregory publishes —for the first time ever—findings from his revolutionary Corporate Branding Index®. 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.

L'auteur - James Gregory

Founder and CEO of CoreBrand, a leading global brand strategy and communications firm

Sommaire

A word about CoreBrand
Introduction
Corporate brands and the bottom line
Four steps to a better branding process
The 12 practices in corporate branding ... Inside some of America's smartest brands
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Mc Graw Hill
Auteur(s)	James Gregory
Parution	12/01/2004
Nb. de pages	224
Couverture	Relié
Poids	484g
Intérieur	Noir et Blanc
EAN13	9780071403290
ISBN13	978-0-07-140329-0