Leveraging The Corporate Brand - Hardcover

Gregory, James R.; Wiechmann, Jack

Hardcover

ISBN 10: 0844234443 ISBN 13: 9780844234441

Publisher: McGraw-Hill, 1997

Synopsis

"Jim Gregory has long been a pioneer in seeking ways to quantify the Return on Investment of corporate advertising. 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 the power of advertising to build brands. Jim Gregory's work has helped shed light and understanding on this dynamic process as it relates to corporate advertising." -- O. Burtch Drake, President American Association of Advertising Agencies "Leveraging the Corporate Brand explains in elegant detail marketing's impact on the company's source of wealth--its reputation." -- Charles Fombrun, Research Professor of Management Stern School of Business, New York University "Jim Gregory's book will be extremely useful to senior public relations executives charged with the responsibility of nurturing and protecting their company's corporate brand." -- Robert D. Ferris, President, Corporate & Investor Relations Ruder Finn, Inc. "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. Alvarez, former CEO Ketchum Communications, Inc. "Well-managed corporate brands should provide value for divisional marketing efforts. Using the methods outlined in this book, Jim Gregory's firm helped LIS assess the ROI of our division's advertising." -- Sanford C. Schulert, Director, Marketing Communications Amoco Chemicals

About this title

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. 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 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 communications
• How to achieve a powerful corporate brand by developing integrated corporate communications programs
• How companies of all sizes can implement corporate branding programs through spinoffs, advocacy marketing, and the new interactive media
• The essential role of the CEO in the corporate branding process

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.

Edition details

• Publisher: McGraw-Hill
• Publication date: 1997
• ISBN 10: 0844234443
• ISBN 13: 9780844234441
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 256