Question

Topic: Branding

Corporate Branding

Posted by Anonymous on 3/25/2004 at 2:23 PM ET 125 Points
I am currently doing some research for my Masters thesis, and am thinking of doing it on Corporate Branding within an organization and i will hypothesize that companies or managers who integrate their vision,culture and image are better equipped to compete in an ever changing globalized world than those who that purely rely on product branding.

If anyone can please reccommend any good books that might be helpful, or if anyone has expertise in this area.
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Pepper Blue on 3/25/2004 at 3:35 PM Accepted
    Hi Sarah,

    I think you will find this book especially valuable for your thesis:

    The Best of Branding: Best Practices in Corporate Building by James R. Gregory. ISBN: 0071403299

    An added benefit is that it is current - published in October 2003.

    Synopsis: In-depth interviews with the executives responsible for today's most dominant brands discuss the best and worst strategies for building a durable brand.

    Companies profiled include AFLAC, Harley-Davidson,
    Johnson & Johnson, General Electric, Southwest Airlines, and more.


    I hope that helps.
  • Posted by ReadCopy on 3/26/2004 at 4:16 AM Member
    "Brand Manners" - Hamish Pringle and William Gordon
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Branding)