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The Best of Branding: Best Practices in Corporate Branding by James R. Gregory,

For more than a decade, the leading corporate brand strategy index case indianola iowa and communications firm CoreBrand has been at the forefront of research into the effectiveness of branding communications--most importantly, the impact of branding on a company's bottom line. The result is the revolutionary Corporate Branding Index(R)--a one-of-a-kind proprietary database that analyzes branding data from more than 1,000 companies, tracking their reputation, communications, index case indianola iowa and financial performance. The Corporate Branding Index is the most influential index case indianola iowa and exhaustive resource on what works, what doesn't, index case indianola iowa and why in corporate branding. Now, in "The Best of Branding, branding pioneer index case indianola iowa and founder index case indianola iowa and CEO of CoreBrand James Gregory shares his company's findings for the first time. He presents eye-opening case studies that unveil results from the Corporate Branding Index, along with original, in-depth interviews with the executives responsible for some of today's most dominant brands--from AFLAC index case indianola iowa and Harley-Davidson to Johnson & Johnson, General Electric, Southwest Airlines, index case indianola iowa and more. The detailed case studies support Gregory's assertion that a brand is a business asset that can index case indianola iowa and should be managed over time, in the same manner as any other business asset. He presents a set of principles that apply to the branding issues faced by every corporation, large or small, as well as a number of unique tools that demonstrate how corporate brands compare to their peers in terms of the strength of their brand--a concept called CoreBrand PowerTM. Profiling such leading companies as American Express, Maytag, Philip Morris/Altria, index case indianola iowa and Campbell Soup Company, each case study features a "CoreBrandPower" analysis, industryanalysis, index case indianola iowa and an inside look at each company's strategy index case indianola iowa and tactics. In addition, Gregory shares the results of his conversations with top management index case indianola iowa and communications executives from each company, who reveal their thoughts about building a durable brand.
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Index Case

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