The Global Corporate Brand Book by Morley, Michael -- Read -- Imperial Library of Trantor

Index

The Global Corporate Brand Book

Contents List of figures, tables and exhibits About the author Acknowledgments and author’s notes Introduction

BRANDAHOLICS TRUST AND AFFECTION IRRESISTIBLE FAMILY BRANDS WHO IS THE CORPORATE BRAND MANAGER? BRANDOCRACY

Note

1 The brand house

Notes

2 The house of brands

INVESTORS EMPLOYEES COMMUNITIES DISTRIBUTORS AND RETAILERS GOVERNMENT

Fear and risk Opinion forming elites (OFEs)

SUPPLIERS CONSUMERS

Starbucks Notes

3 We are family

PERSONAL EXPERIENCE COMPETITIVE ADVANTAGE PUBLIC SCRUTINY READY ACCESS TRANSPARENT LONG-TERM THINKING OWNERSHIP – THE POWER TO LEAD DIFFERENTIATION LONGEVITY AND CONTINUITY RESILIENCE AND RESOURCEFULNESS PUBLICITY SHY THE CROWN CORPORATION

Notes

4 The brand, cèst moi

CEO AS BRAND MANAGER THE ARCHITECT AND INSPIRATIONAL GENIUS HUMAN INTEREST SIMPLIFICATION VANITY THE HEART AND SOUL ALIGNMENT THE UNSTOPPABLE TRAIN NEVER FORGET THE SYCOPHANTS EPOTISM APRÈS MOI, LE DELUGE FIRST AMONG EQUALS THE TEAM, NOT ME ALONE

Notes

5 Transitions – the next generation

PERSONAL EXPERIENCE ZEST FOR ADVENTURE CROWN HEIR THE HORSE RACE

Confidence high highly defined brands Notes

6 Location branding

BRANDS MUST BE TRUE TO THEMSELVES BRANDS MUST CAPTURE THE SPIRIT OF THE PEOPLE AND THEIR SHARED PURPOSE USE THE BRAND AS A CHANGE AGENT AND EVOLVE IT OVER TIME ENSURE BRAND POSITIONING CAN BE BROADLY APPLIED ENSURE UNITY OF VISION AND COMMON OBJECTIVES BENCHMARKING THE BRAND PRIORITIES THE MEXICO MODEL

7 The boring business of B2B

STAGE 1: PRE-EXISTING PERCEPTION AND INFLUENCES

The relationship experience Word of mouth or peer reports Media echo Third parties and opinion forming elites (OFEs) Advertising

GLOBAL CHARTING STAGE 2: SELECTION

Recognition

STAGE 3: RECOMMENDATION STAGE 4: REVIEW AND APPROVAL STAGE 5: DECISION OTHER BRAND BENEFITS SMALL AND MEDIUM SIZED BUSINESSES (SMBs)

Notes

8 Professional service firms

CHANGING WINDS ACCOUNTING LAW FIRMS MANAGEMENT CONSULTING

9 Not-for-profits

POLITICAL SYMPATHY WITH GOALS SCAMMING AND SKIMMING DONATION DIVERSION DONATION LEAKAGE TRANSPARENCY

10 Living the brand

INSIDE-OUT BRANDING FIRST CONTACT VISION VALUES VITALITY VERACITY VICTORY VOLUNTEERISM

Joint selection Note

11 Mergers and acquisitions

WHY SO MANY MERGERS FAIL AND OTHERS SUCCEED CULTURE AND EMPLOYEES THE RUNAWAY TRAIN BRANDING IN THE MERGER PROCESS THE “INTELLIGENT CLEAN ROOM” GOING GLOBAL THREE-STEP PROCESS

Notes

12 Rebranding the corporation

IMAGE LAGS REALITY REASONS FOR REBRANDING

Buggy whip factor Mergers and demergers Brand fatigue Make news Need for new brand architecture

MAKING CHOICES RAND BLUNDERS

Notes

13 Crisis – the defining moment

POTENTIAL FOR RISK BEYOND PETROLEUM? FRAUDULENT MANIPULATIONS HIDDEN LOSSES REFRESHING CANDOR MANAGING A CRISIS RECOVERY CORPORATE BRANDS AND NEW MEDIA

Note

14 The pillars – creating the brand foundation

INITIAL RESEARCH

Origins and history Notes

15 Corporate social responsibility

DEFINING CSR STAKEHOLDER MAPPING ELEMENTS OF A CSR PROGRAM

Shareholder relations Employee relations Community relations NGO relations

TIMELESS SOCIAL-CAUSE AND AFFINITY MARKETING PHILANTHROPY

Notes

16 What’s it worth?

Note

17 The role of public relations in brand building

BRAND REPUTATION RELATIONSHIPS

Notes

18 Researching brand reputation

PERIODIC CHECKS CHECK EXISTING SOURCES THE FIRST PLACE TO LOOK IS INTERNALLY BRAND AND OTHER “BEST OF” RANKINGS HISTORICAL DATA FROM CONTINUOUS STUDIES SOCIETIES, RULING BODIES AND OTHER ORGANIZATIONS COUNTRY INFORMATION CARAVANS AND OMNIBUS STUDIES FOCUS GROUPS SURVEYS AND POLLS REPUTATION DRIVERS IN STAKEHOLDER RESEARCH AND CONTENT ANALYSIS OTHER APPLICATIONS FOR RESEARCH

Index

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