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3 Reviews
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1 of 1 people found the following review helpful:
5.0 out of 5 stars
A master of his art
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...
Published on May 4, 2001
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1.0 out of 5 stars
Voodoo Marketing through and through
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...
Published on July 27, 2000
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1 of 1 people found the following review helpful:
5.0 out of 5 stars
A master of his art,
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,
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.,
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
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Leveraging The Corporate Brand by James R. Gregory (Hardcover - July 11, 1997)
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