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

Published online by Cambridge University Press:  24 February 2006

RAYMOND PETTIT
RAYMOND PETTIT
Affiliation:
Longwoods International, [email protected]
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Extract

The Best of Branding: Best Practices in Corporate Branding by James R. Gregory, McGraw-Hill, October 2003, ISBN: 0071403299, $39.95, 288 pp.

Jim Gregory believes in the power of brands. His firm, CoreBrand, has tracked the impact of branding communications on the bottom line for almost 15 years. This book is his attempt to present the basic principles of his CoreBrand measurement system (Part 1), the consulting approach he and his firm use in the brand building process (Part 2), and finally a series of basic principles of good branding based on case studies (Part 3).

Type
BOOK REVIEW
Information
Journal of Advertising Research , Volume 45 , Issue 3 , September 2005 , pp. 349 - 351
Copyright
© Copyright © 1960-2005, The ARF

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