Leveraging the corporate brand:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Lincolnwood, Ill.
NTC Business Books
1997
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIV, 233 S. Ill. |
| ISBN: | 0844234443 |
Staff View
MARC
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| 245 | 1 | 0 | |a Leveraging the corporate brand |c by James R. Gregory with Jack G. Wiechmann |
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Record in the Search Index
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| adam_text | Contents
Foreword xi
Acknowledgments xiii
Introduction l
Section I Corporate Branding and
Its Bottom Line Impact 5
Chapter 1 What is Corporate branding? 7
A Brand in Search of Itself ~i
The Company s Look S
The Corporate Image 9
Liberating the Corporate Brand ^
Hard Nosed Methodology 1°
The Complete Corporate Experience 11
The Emergence of Corporate Brand 12
Filling the Blue Box with Meaning 13
The Value Decade ^
Chapter 2 The Corporate Branding index:
Attaining the Holy Grail 19
The Drivers of Reputation 20
Marketing Oriented Growth Companies 21
Erratic Behavior 22
The Death Spiral 22
Financially Driven Companies 23
Reputation and Stock Price 25
How Corporate Advertising Enhances Shareholder Value 25
vi Contents
Chapter 3 The Multiplier Effect on
Financial Performance 29
Correlation between Reputation and Advertising 30
The Quickest Payback 31
The Relationship between Advertising and Growth 31
Building Brand Awareness and Approval 32
Improving Financial Performance 32
Like Growing Asparagus 34
Focused on the Future 35
Manage Expectations Wisely 36
Brand Building Pays Off for Stockholders 36
Marketing Techniques: The Operative Choice 38
Moving the Needle on Sales 39
Redefining the Brand Image 40
Does Corporate Branding Work? 46
Section II How Corporate Branding
Is Achieved 49
Chapter 4 Crafting the Brand 51
One Step at a Time 51
A Fully Integrated Program 53
Getting Employees on Board 55
Reputation Is the Brand 55
Establishing a Bond with the Customer 56
Chapters Establishing the Key Message 61
The Lens Should Be Quality 62
Essential Characteristics 63
A Fresh Look and Attitude 64
Payback by Direct Action 66
When Two Giants Get Together 67
Keep the Promise 72
Life after Monopoly 73
A Final Word 76
Contents vii
Chapter 6 Integrating Communications
to Reach Corporate Goals 79
Our Corporation Is Our Brand 80
Brand Advertising and Corporate Communications 81
It s about Companies 81
New Dimension for a Company s Image 83
What s in a Name: Valuating the Asset 84
A Covenant between Company and Consumer 88
The Move to Integrated Communications 88
You Cannot Separate the Synergy 89
Limited Acceptance 92
Chapter 7 The Multiplier Effect on Key
Audiences 95
Just the Right Audience 96
Employees Are a Primary Audience, Too 97
A Unified Set of Values and a Single Mission 98
Seeking the Branded Employee 98
Penetrating the Corridors of Power 100
Aiming for Target Number One 102
Become a Messenger of Change 103
It s about Control 104
Section III Implementing Corporate
Branding 107
Chapter 8 Gaining Recognition for
the Spin Off 109
The Most Powerful Weapon 110
Planning the Communications Program 111
Spin Offs Are Different from Start Ups 111
The Benefits of Targeting 113
The Big Bang Concept 114
Chapter 9 Corporate Branding on a
Global Scale 117
Same Brand, Same Advertising—Everywhere 117
Development of International Media 118
viii Contents
Old Soap in a New Context 118
Becoming a World Class Player 119
Revival of a Corporate Brand 120
From Global Sales to Global Marketing 121
Vision of a New Worldwide Home 121
Higher Profits—Bigger Market Share 123
The Emerging Global Consumer 124
Global Company by Traditional Measures 125
A Good Reputation Breaks Down Prejudices 127
Chapter 10 How Corporate branding
Works for the Small
Business 129
The One with the Dogs 129
Going for It 130
From a Garage to $4 Million in Sales 132
Power in the Brand Name 133
Tying the Company to a Special Cause 134
chapter 1 1 advocacy and cause
Marketing 139
Worth Many Times the Cost 140
Understanding Your Markets 140
Slowing Down the Truck Lobby 141
Orchestrating Public Opinion 142
A Pattern of Discrimination 146
A Future Based on Fair Decisions 146
Green Marketing and True Corporate Image 150
The Impact of Social Responsibility 151
chapter 12 interactive media . . .
and Strong Brand Position 155
The Great Information Resource 157
The World Wide Web Experience 158
Web 101 158
Company Wide Information on Demand 159
Is Interactive for You? 160
Don t Ignore Basic Marketing Principles 160
Where Is It All Going? 161
Computer Based Shopping 162
Electronic Publishing on the Internet 162
CONTENTS IX
A Concept for Just about Everyone 163
E Mail for Free 164
Anything Else You Need to Know? 164
Section IV Corporate Branding and
THE CEO 167
Chapter 13 Corporate Growth versus
Status Quo 169
A Drought of Insight and Innovation 170
• The Will of the Leadership 171
The Will of the Organization 172
The Will of the Marketplace 172
Corporate Anorexia 173
Pushing Forward the Value Frontier 174
Beating Swords into Plowshares 175
Chapter 14 The Role of the CEO 177
Which Udder Is Up? 177
The Broadest Possible Range of Skills 178
Communication Is a Must 178
Three Mandates 179
This Is What We Stand For 180
Change Has No Constituency 181
The 24 Hour Quarterback 182
Strengthening a Company s Mental Muscle 183
The Continuing Spark 183
Direction Starts at the Top 184
Leading the Charge for Change 185
Falling from Grace 186
Unloved Leaders 187
Chapter 15 Two Sources of Aid for
the CEO 189
The Board and the Brand 190
A Competent Sounding Board 192
Leverage the Best Things 193
On Ceding Stewardship of the Brand 194
A Climate That Supports the Brand 195
x Contents
A New Kind of Senior Officer 195
The Corporate Advertising Practices Study 196
Put the Vision to Work 197
Appendix A Levi Strauss and Co.: One of the Great Global
Brands 199
Appendix B Hancor, Inc.: The Critical Path to Starting
a Corporate Branding Program 209
Appendix C Other Ways to Reflect Corporate Brand 217
Index 225
|
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| spelling | Gregory, James R. Verfasser aut Leveraging the corporate brand by James R. Gregory with Jack G. Wiechmann Lincolnwood, Ill. NTC Business Books 1997 XIV, 233 S. Ill. txt rdacontent n rdamedia nc rdacarrier Branding (Marketing) Markenartikel (DE-588)4037584-5 gnd rswk-swf Markenartikel (DE-588)4037584-5 s DE-604 Wiechmann, Jack G. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=008938649&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gregory, James R. Wiechmann, Jack G. Leveraging the corporate brand Branding (Marketing) Markenartikel (DE-588)4037584-5 gnd |
| subject_GND | (DE-588)4037584-5 |
| title | Leveraging the corporate brand |
| title_auth | Leveraging the corporate brand |
| title_exact_search | Leveraging the corporate brand |
| title_full | Leveraging the corporate brand by James R. Gregory with Jack G. Wiechmann |
| title_fullStr | Leveraging the corporate brand by James R. Gregory with Jack G. Wiechmann |
| title_full_unstemmed | Leveraging the corporate brand by James R. Gregory with Jack G. Wiechmann |
| title_short | Leveraging the corporate brand |
| title_sort | leveraging the corporate brand |
| topic | Branding (Marketing) Markenartikel (DE-588)4037584-5 gnd |
| topic_facet | Branding (Marketing) Markenartikel |
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