Image by design: from corporate vision to business reality
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Reading, Mass.
Addison-Wesley
1991
|
| Edition: | 1. print. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXI, 216 S. Ill. |
| ISBN: | 0201550423 |
Staff View
MARC
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Record in the Search Index
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| adam_text | ACKNOWLEDGMENTS xi
PREFACE
Going to Work in Pink Pajamas xm
PART I
Business Problems—Image Problems
CHAPTER I
Business and Its Images 3
Images All about Us
Intrusions from Reality
By Choice, Not Default
CHAPTER Z
TPI Doesn t (I Hope) Always Stand for Typical 13
Baby Treet Gone Bad
Bond Slippage
Win or Lose?
Rumors of Offers
Restructure and Rename
CHAPTER 3
How Is Your Business Perceived? 22
How the Product or Service Performs
The Price
The Name
Business Practices
The Look of a Company
Tone and Manner
History and Industry Segment
The Corporate Culture
CHAPTER 4
Symptoms, Diseases, Treatments 37
Six Flags of Warning
Four More Rockets
Partial Solutions
New Name and/or Logo
Why Does Image Making Have a Bad Image?
Who Ya Gonna Call?
Is It a Good Diagnosis?
To Tell the Truth
PART 2
Successes and Disappointments
CHAPTER 5
No Image, No Premium 67
What Is a Commodity? What Is a Premium?
Aspects of Image in a Premium
Consequences of Being (or Becoming) a Commodity
Anybody s Gas
Beating the No Premium Blues
CHAPTER 6
Classic Identity Programs 74
The Pentastar
In the Blue Box
Equity Elements
CHAPTER 7
Image: To Buy or to Kent? 86
Glamour for a Price
Who s Speaking for You?
Can I Just Borrow It for a While?
Create an Image from Whole Cloth
CHAPTER 8
Present at the Creation 95
Breaking Up Is Tricky to Do
When the Image Was Everything
CHAPTER 9
Pluses and Minuses 104
The Allegis Debacle
One Company, Changing Identities
PART 3
Details and Distinctions
CHAPTER 10
Logic, Creativity, and Sensitivity us
Questions Come First
Internal Interviews
External Interviews
To Be a Good Interviewer
CHAPTER II
The Design System 121
Two Uses for Design Systems
Three Design Driven Systems
Some Favorite Design Expressions
Presenting the Recommendation
CHAPTER 12
What s in a Name? Conflict and Controversy,
That s What 12s
The Ultimate Accolade
The Good, the Bad, and the Obvious
Sorry, This Dictionary Is Empty
Names as Unifiers
Over the Hill?
Nomenclature Architecture: Overlooked, Underdeveloped
Stretching
Calling All Brands
PART 4
Recommendations and Admonitions
CHAPTER 13
Beyond Mass Marketing 145
Moving toward the Luxury Market
New Pastures
Medium as Message
CDVCRPCISDNHDTVWORM
CHAPTER 14
Bottom Lines and Book Values ise
Quantification—The False God?
What Is the Book Value of Your Brands,
And Who Knows It?
A Kinder, Gentler Budget
CHAPTER 15
Corporate Parenting iee
Aligning for the Future
Fashions in Corporate Structure
Gilt by Association
Nourishing the Institutional Image
Beyond A, B,and C
Parenting and the External Audience
Benefits from Good Parental Relations
CHAPTER 16
Image and Takeovers 182
Raiders
Developers
Myths about Image in Takeovers, or, Keep Your Facts Clean
Cast the First Stone . . .?
The Cult of Loyalty
Blood and Rubber
How Will It Look?
CHAPTER 17
For Tomorrow s Management 191
Stage One: Logo Solo
Stage Two: Total Package Design
Stage Three: Naming Brands
Stage Four: Identity Systems
Stage Five: Image Management
The Essence of Corporate Leadership
Tasks of an Image Manager
Relevance
Sharp Focus
Positioning for the Future
Resource Allocation
A New Director?
The Image Decade
INDEX 209
|
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| dewey-full | 659.2 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.2 |
| dewey-search | 659.2 |
| dewey-sort | 3659.2 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. print. |
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| isbn | 0201550423 |
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| spelling | Chajet, Clive Verfasser aut Image by design from corporate vision to business reality Clive Chajet and Tom Shachtman 1. print. Reading, Mass. Addison-Wesley 1991 XXI, 216 S. Ill. txt rdacontent n rdamedia nc rdacarrier Corporate image Industrial design coordination Marketing Packaging Design Marketing (DE-588)4037589-4 gnd rswk-swf Corporate Identity (DE-588)4193565-2 gnd rswk-swf Image (DE-588)4026574-2 gnd rswk-swf Unternehmen (DE-588)4061963-1 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Unternehmen (DE-588)4061963-1 s Image (DE-588)4026574-2 s DE-604 Corporate Identity (DE-588)4193565-2 s Marketing (DE-588)4037589-4 s Shachtman, Tom 1942- Verfasser (DE-588)130494100 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005455746&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Chajet, Clive Shachtman, Tom 1942- Image by design from corporate vision to business reality Corporate image Industrial design coordination Marketing Packaging Design Marketing (DE-588)4037589-4 gnd Corporate Identity (DE-588)4193565-2 gnd Image (DE-588)4026574-2 gnd Unternehmen (DE-588)4061963-1 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4193565-2 (DE-588)4026574-2 (DE-588)4061963-1 (DE-588)4143413-4 |
| title | Image by design from corporate vision to business reality |
| title_auth | Image by design from corporate vision to business reality |
| title_exact_search | Image by design from corporate vision to business reality |
| title_full | Image by design from corporate vision to business reality Clive Chajet and Tom Shachtman |
| title_fullStr | Image by design from corporate vision to business reality Clive Chajet and Tom Shachtman |
| title_full_unstemmed | Image by design from corporate vision to business reality Clive Chajet and Tom Shachtman |
| title_short | Image by design |
| title_sort | image by design from corporate vision to business reality |
| title_sub | from corporate vision to business reality |
| topic | Corporate image Industrial design coordination Marketing Packaging Design Marketing (DE-588)4037589-4 gnd Corporate Identity (DE-588)4193565-2 gnd Image (DE-588)4026574-2 gnd Unternehmen (DE-588)4061963-1 gnd |
| topic_facet | Corporate image Industrial design coordination Marketing Packaging Design Corporate Identity Image Unternehmen Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005455746&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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