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- catalog abstract "After two and a half decades of researching and advocating the power of the corporate brand as a marketing tool, James R. 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. The key to meeting the need, as this book makes clear, begins with the understanding that the value of corporate brand communications is real and can be measured. Leveraging the Corporate Brand provides long-awaited insights - with practical applications - into measuring and valuing the impact of your corporate brand on your bottom line.".
- catalog contributor b10392342.
- catalog contributor b10392343.
- catalog created "c1997.".
- catalog date "1997".
- catalog date "c1997.".
- catalog dateCopyrighted "c1997.".
- catalog description "After two and a half decades of researching and advocating the power of the corporate brand as a marketing tool, James R. 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. The key to meeting the need, as this book makes clear, begins with the understanding that the value of corporate brand communications is real and can be measured.".
- catalog description "Includes bibliographical references and index.".
- catalog description "Leveraging the Corporate Brand provides long-awaited insights - with practical applications - into measuring and valuing the impact of your corporate brand on your bottom line.".
- catalog description "Sect. I. Corporate Branding and Its Bottom-Line Impact. Ch. 1. What Is Corporate Branding? Ch. 2. The Corporate Branding Index: Attaining the "Holy Grail" Ch. 3. The Multiplier Effect on Financial Performance -- Sect. II. How Corporate Branding Is Achieved. Ch. 4. Crafting the Brand. Ch. 5. Establishing the Key Message. Ch. 6. Integrating Communications to Reach Corporate Goals. Ch. 7. The Multiplier Effect on Key Audiences -- Sect. III. Implementing Corporate Branding. Ch. 8. Gaining Recognition for the Spin-Off. Ch. 9. Corporate Branding on a Global Scale. Ch. 10. How Corporate Branding Works for the Small Business. Ch. 11. Advocacy and Cause Marketing. Ch. 12. Interactive Media ... and Strong Brand Position.".
- catalog extent "xiv, 233 p. :".
- catalog hasFormat "Leveraging the corporate brand.".
- catalog identifier "0844234443 (alk. paper)".
- catalog isFormatOf "Leveraging the corporate brand.".
- catalog issued "1997".
- catalog issued "c1997.".
- catalog language "eng".
- catalog publisher "Lincolnwood, Ill., USA : NTC Business Books,".
- catalog relation "Leveraging the corporate brand.".
- catalog subject "658.8/27 21".
- catalog subject "Brand name products Marketing Management.".
- catalog subject "Branding (Marketing)".
- catalog subject "HF5415.13 .G753 1997".
- catalog tableOfContents "Sect. I. Corporate Branding and Its Bottom-Line Impact. Ch. 1. What Is Corporate Branding? Ch. 2. The Corporate Branding Index: Attaining the "Holy Grail" Ch. 3. The Multiplier Effect on Financial Performance -- Sect. II. How Corporate Branding Is Achieved. Ch. 4. Crafting the Brand. Ch. 5. Establishing the Key Message. Ch. 6. Integrating Communications to Reach Corporate Goals. Ch. 7. The Multiplier Effect on Key Audiences -- Sect. III. Implementing Corporate Branding. Ch. 8. Gaining Recognition for the Spin-Off. Ch. 9. Corporate Branding on a Global Scale. Ch. 10. How Corporate Branding Works for the Small Business. Ch. 11. Advocacy and Cause Marketing. Ch. 12. Interactive Media ... and Strong Brand Position.".
- catalog title "Leveraging the corporate brand / by James R. Gregory with Jack G. Wiechmann.".
- catalog type "text".