Four Steps to Build an Excellent Brand: The Revolution of Brand Management

Author: James Gregory (USA)
Publisher:
Publish Date: 2005-12-01
Features: As an authoritative work on brand management practice, this book analyzes 12 successful brands through case studies, exploring their core brand strengths and the different models for building them, helping readers understand how exceptional brands develop their core brand strength. Based on the analysis of 12 successful brands, there is no one-size-fits-all model for building core brand strength. Companies should leverage their own conditions and highlight their strengths to establish a positive brand image and a distinct brand personality. Building a brand is not just about making customers remember your brand, but more importantly, about making them love your brand, remain loyal to it, take pride in it, and form an unbreakable bond with it.
James Gregory, founder and CEO of Core Brand Strength Company, shares for the first time his milestone exploration of brand management in leading global companies such as IBM, Johnson & Johnson, and General Electric through extensive case studies. This groundbreaking book reveals the four key steps to building an exceptional brand, helping CEOs and senior management understand the value of their brand, identify critical business opportunities that impact brand success, maximize the benefits of corporate brand communication, and give life to the brand while managing its growth.