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Leveraging the Corporate Brand

Leveraging the Corporate Brand

Jack Wiechmann
4.3/5 ( ratings)
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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.
Language
English
Pages
233
Format
Hardcover
Publisher
McGraw-Hill Companies
Release
July 11, 1997
ISBN
0844234443
ISBN 13
9780844234441

Leveraging the Corporate Brand

Jack Wiechmann
4.3/5 ( ratings)
Read Download
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.
Language
English
Pages
233
Format
Hardcover
Publisher
McGraw-Hill Companies
Release
July 11, 1997
ISBN
0844234443
ISBN 13
9780844234441

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