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

Raymond Pettit

Journal of Advertising Research, 2005, vol. 45, issue 03, pages 349-351

Abstract: 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).

Date: 2005

Downloads: (external link)
http://journals.cambridge.org/abstract_S0021849905000371 link to article abstract page (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: http://EconPapers.repec.org/RePEc:cup:jadres:v:45:y:2005:i:03:p:349-351_00

Access Statistics for this article

More articles in Journal of Advertising Research from Cambridge University Press
Address: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Series data maintained by Mike Eden ().