BOOK REVIEW: Book displays how branding is done

If you want to see an example of branding, page through the first part of this book. Not only does James Gregory, CEO of brand strategy firm CoreBrand, write it, but everyone quoted in it also works for CoreBrand.

If you want to see an example of branding, page through the first part of this book. Not only does James Gregory, CEO of brand strategy firm CoreBrand, write it, but everyone quoted in it also works for CoreBrand.

The book's first 57 pages outline CoreBrand's Corporate Branding Index, which tracks corporate brands over time. If you'd rather not read about that, go directly to the case studies that follow. Some of the big names you'd expect - Johnson & Johnson, GE, IBM, and Southwest Airlines - are used in his examples of well-done branding efforts, but he also includes some others that might surprise you. One example deemed a success by Gregory that could be argued is Philip Morris changing its name to Altria. Gregory asserts that chances are high that Altria will achieve branding success, but the jury is still way out on whether a company so long associated with tobacco can significantly alter its brand image merely by changing its name. ----- Title The Best of Branding: Best Practices in Corporate Branding Author James R. Gregory Publisher McGraw Hill, 214 pages Reviewed by John N. Frank

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