Gregory tackles head-on the age-old question that has baffled CEOs and corporate communicators alike: What is the power of a corporate brand and can it be measured? Gregory begins by noting that years of acquisitions, mergers, and restructuring have made many executives realize the ne
- Title : Leveraging The Corporate Brand
- Author : James R. Gregory
- Rating : 4.78 (310 Vote)
- Publish : 2014-5-9
- Format : Hardcover
- Pages : 256 Pages
- Asin : 0844234443
- Language : English
Gregory tackles head-on the age-old question that has baffled CEOs and corporate communicators alike: What is the power of a corporate brand and can it be measured? Gregory begins by noting that years of acquisitions, mergers, and restructuring have made many executives realize the need to rebuild the reputations and identities of their corporate brands with critical audiences. . From the Back Cover After two and a half decades of researching and advocating the power of the corporate brand as a marketing tool, James R. The key to meeting that need, as this book makes clear, begins with the understanding that the value of corporate brand communications is real and can be measured. In leading the reader through the logic of his research, Gregory identifies: How to use objective, quantitative methods to measure and leverage the value of a company's name How to use corporate branding programs to maximize the bottom-line financial impact of a company's advertising and corporate"As companies reposition themselves to do business in the new century, this book will go a long way in helping management understand there is a real and measurable value to their corporate brand communications." -- Paul H. Using the methods outlined in this book, Jim Gregory's firm helped LIS assess the ROI of our division's advertising." -- Sanford C. Alvarez, former CEO Ketchum Communications, Inc. Jim Gregory's work has helped shed light and understanding on this dynamic process as it relates to corporate advertising." -- O. His unique approach to defining the relationship between advertising and corporate reputation will be helpful to any company in planning an effective communications strategy." -- Richard Costello, Manager, Corporate Marketing Communications General Electric Company "Advertising agencies need to demonstrate the value of their work to clients who are skeptical about tAs a LMT, I find the pocket handbook very useful for quick reference when working with my clients. This 3rd edition now contains accurate information for reaching all of the trailheads in the suburban SLC area. But, a proposition likethat, while admirable, has its problems. It has some nice old photos. Not very encouraging when the advice for interviewing is to be upfront about your criminal record (?!). I recommend this book to anyone seeking to vary his or her meals while making them very healthy .Thanks! Coconut oil and coconut milk is part of my daily life for a two years. Finally, have grown up in the greater Chicagoland area, I was familiar with another famous coach: Amos Alonzo Stagg. Well written and entertaining. Though I'm considerably older than Daisy, I found myself thinking of how I'd deal with leaving my partner behind, what life would be like for him when the life we've shared has to come to an end. But if you are mainly looking for "hard" questions -- then the advanced GMAT book might be a better option.. I have the woods behind my house and am constantly visited by different kinds of birds. (Sound familiar Dresden fans?)Even so I like the characters and the ser
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