The best of branding: best practices in corporate branding

Table of Contents

Acknowledgements
Preface: A word about CoreBrand
Introduction
Part I: Corporate Brands and the Bottom Line
1. How Corporate Brands Add Value
2. What is CoreBrand Power?
3. How Corporate Brands Contribute to Financial Performance
Part II: Four Steps to a Better Branding Process
4. Step 1: Discovery
5. Step 2: Strategy
6. Step 3: Communications
7. Step 4: Management
Part III: The 12 Best Practices in Corporate Branding Inside Some of America's Smartest Brands
8. American Express :Have a vision
9. Campbell Soup Company: Create an emotional bond with customers
10. Harley-Davidson: Live the brand
11. Johnson &​ Johnson: Create a company culture that protects &​ polishes your corporate brand
12. Philip Morris/​Altria: Align your products to your corporate brand
13. AFLAC: Be bold
14. Maytag: Be consistent
15. Principal Financial Group: Communicate the brand 360-degrees16. IBM: Own your industry's innovations
17. GE: Know when to accelerate, and when to coast
18. Southwest Airlines: Treasure your employees
19. Air Products: Build a brand on a budget
20. The Worst of Corporate Branding
Index.

In The Best of Branding, branding pioneer Jim Gregory publishes --for the first time ever--findings from his revolutionary Corporate Branding Index(r). This index, which for more than a decade has compiled branding results from more than 1,000 companies, is today's most influential and exhaustive database on what works, what doesn't, and why. In-depth interviews with the executives responsible for today's most dominant brands discuss best and worst strategies for building a durable brand. Companies profiled include AFLAC, Harley-Davidson, Johnson &​ Johnson, General Electric, Southwest Airlines, and more.