The best of branding: best practices in corporate branding
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York [u.a.]
McGraw-Hill
2004
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 224 S. Ill., graph. Darst. |
| ISBN: | 0071403299 |
Internformat
MARC
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| 650 | 7 | |a Merkartikelen |2 gtt | |
| 650 | 7 | |a Merknamen |2 gtt | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Branding (Marketing) |v Case studies | |
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Datensatz im Suchindex
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|---|---|
| adam_text | I Contents
Acknowledgments ix
Preface: A word about CoreBrand xi
Introduction xiii
Part One. 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
Part Two. 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
Part Three. The 12 Best Practices in
Corporate Branding ... Inside Some
of America s Smartest Brands 59
8. Best Practice No.l: 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
vii
viii Contents
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
20. The Worst of Corporate Branding 206
Index 215
|
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| indexdate | 2024-07-09T19:16:36Z |
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| isbn | 0071403299 |
| language | English |
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| spelling | Gregory, James R. Verfasser aut The best of branding best practices in corporate branding James R. Gregory New York [u.a.] McGraw-Hill 2004 XVI, 224 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Merkartikelen gtt Merknamen gtt Branding (Marketing) Branding (Marketing) Case studies Corporate Identity (DE-588)4193565-2 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Markenpolitik (DE-588)4144679-3 s Corporate Identity (DE-588)4193565-2 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010441158&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Gregory, James R. The best of branding best practices in corporate branding Marketing gtt Merkartikelen gtt Merknamen gtt Branding (Marketing) Branding (Marketing) Case studies Corporate Identity (DE-588)4193565-2 gnd Markenpolitik (DE-588)4144679-3 gnd |
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| title | The best of branding best practices in corporate branding |
| title_auth | The best of branding best practices in corporate branding |
| title_exact_search | The best of branding best practices in corporate branding |
| title_full | The best of branding best practices in corporate branding James R. Gregory |
| title_fullStr | The best of branding best practices in corporate branding James R. Gregory |
| title_full_unstemmed | The best of branding best practices in corporate branding James R. Gregory |
| title_short | The best of branding |
| title_sort | the best of branding best practices in corporate branding |
| title_sub | best practices in corporate branding |
| topic | Marketing gtt Merkartikelen gtt Merknamen gtt Branding (Marketing) Branding (Marketing) Case studies Corporate Identity (DE-588)4193565-2 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Marketing Merkartikelen Merknamen Branding (Marketing) Branding (Marketing) Case studies Corporate Identity Markenpolitik Fallstudiensammlung |
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