Leveraging the Corporate Brand

by Jack Wiechmann and James R. Gregory

Gregory tackles the age old question; What is the power of a corporate brand and can it be measured? Leading the reader through his research Gregory identifies how to use objective, quantitative... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0844234443
• ISBN13: 9780844234441
• Release Date: July 1997
• Publisher: McGraw-Hill Companies
• Length: 233 Pages
• Weight: 1.05 lbs.
• Dimensions: 0.9" x 6.2" x 9.3"

Customer Reviews

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 identity, particularly as it relates to the marketing research arena.

A pro looks at one of corporate America's hottest topics.

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