Leveraging The Corporate Brand [Illustrated] [Hardcover]

James R. Gregory (Author), Jack Wiechmann (Author)

Book Description

Publication Date: July 11, 1997

"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

Editorial Reviews

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.

Product Details

• Hardcover: 256 pages
• Publisher: McGraw-Hill; 1 edition (July 11, 1997)
• Language: English
• ISBN-10: 0844234443
• ISBN-13: 978-0844234441
• Product Dimensions: 9.3 x 6.2 x 0.9 inches
• Shipping Weight: 1 pounds
• Average Customer Review: 3.3 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #1,740,406 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

1 of 1 people found the following review helpful:

5.0 out of 5 stars A master of his art, May 4, 2001

By A Customer

This review is from: Leveraging The Corporate Brand (Hardcover)

Jim's broad knowledge of the corporate branding world is second to none. He masterfully paints a portrait of the elusive world of corporate identity and gives the reader a glimpse of the thinking behind the valuation methodology which has made his work so cutting edge. This book is a MUST READ for anyone who is serious about the field of corporate image and brand identity, particularly as it relates to the marketing research arena.

1.0 out of 5 stars Voodoo Marketing through and through, July 27, 2000

By A Customer

This review is from: Leveraging The Corporate Brand (Hardcover)

I bought this book because it promised "the value of the corporate brand can be measured". Gregory was going to identify "how to use objective, quantitative methods to measure and leverage the value of a company's name". Indeed: chapter two is even titled "the corporate branding index: attaining the holy grail." I thought, hey, this is going to be really interesting. Oh, and did I mention he promised a "hard-nosed methodology"? Gregory's solution: the value of a corporate brand is determined the interplay of a.) "the level of advertising support of the brand" (O.k., nothing new here) b.) "financial measurement reflecting revenue, earnings, and stock performance" (not exactly a revelation either) c.) and now get this: "measure of reputation BASED ON A PROPRIETARY FORMULA USING OUR PROPRIETARY DATABASE" Can you believe this guy? The rest of this book is a badly written (why does he have to use so many adjectives?) collection of well-known marketing anecdotes. For some truly insightfull work, look to the publications of the Aakers and Kellers of this world.

5 of 8 people found the following review helpful:

4.0 out of 5 stars A pro looks at one of corporate America's hottest topics., July 22, 1997

By A Customer

This review is from: Leveraging The Corporate Brand (Hardcover)

Jim Gregory has captured the essence of one of corporate Amerioca's hottest topics. His broad overview of the corporate brand landscape will provide any forward looking manager insights on what they should be doing to protect their image and the value of their company name. Loaded with real-world examples, and laced with practical applications, it is very good reading for those who are planning to compete on the world marketplace in the new millenium