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Tables of Contents for Marketing Corporate Image
Chapter/Section Title
Page #
Page Count
Foreword
vii
2
Acknowledgments
ix
2
Introduction
xi
Chapter 1: Image: Leading Edge of Corporate Strategy
1
34
Perception Is Reality
2
3
A Burgeoning Business
5
1
The Mission of Image Advertising
6
1
Three Basic Ingredients for Success
7
10
Be Creative and Consistent
17
8
Six Guides to Success
25
2
"The Medium Is the Message"
27
8
Chapter 2: Establishing Favorable Market Position: Building Public Awareness and Acceptance
35
26
Creating a Sense of Unification
36
10
The Qualities of Corporate Character
46
5
Always Start with Research
51
8
The Corporate Advertiser Has the Advantage
59
2
Chapter 3: Redefining the Corporation: Merger, Takeover, and Other Reasons for Name Change
61
26
Image in Corporate Takeovers
62
1
Identity vs. Image
63
7
Many Reasons for Changing Identity
70
1
Navistar: An Image Change Campaign
71
6
Bristol-Myers Squibb: Standard of Quality
77
6
A Single Consistent Image
83
2
Round-the-Clock Salesperson
85
2
Chapter 4: Preselling Target Markets: Image and Brand--the Inseparable Duo
87
40
Value-Added Strategy
89
2
Sell the Sizzle
91
8
When Product Image Isn't Enough
99
2
When It's a Long Time Between Purchases
101
5
Reaching the "New People"
106
5
Demonstrating a Commitment
111
8
Northwestern Mutual: "The Quiet Company"
119
4
Three Basic Functions
123
1
Setting the Stage for Product Advertising
124
3
Chapter 5: Impacting the Financial Community: Changing Investor Expectations
127
16
How Corporate Advertising Impacts Valuation
128
1
What Are the Drivers of Stock Price?
128
3
Determine the Mission and Know Your Targets
131
10
A Winning Formula?
141
2
Chapter 6: Advocacy Advertising: Presenting the Company's Position on Key Issues
143
24
What is Advocacy Advertising?
144
1
Peace on Earth, Screaming, and John Wayne
145
3
Mobil Corporation: "Why Do We Buy This Space?"
148
8
How Do You Choose Your Issue?
156
3
Strategic Philanthropy: Logical Extension of a Company's Business
159
8
Chapter 7: Managing a Crisis: Frontline Defense When the World Falls Apart
167
22
Reservoir of Good Will
168
4
When--and Where--You Least Expect It
172
8
Moving "The Rock" Ahead Again
180
3
Six Key Steps to Crisis Management
183
6
Chapter 8: Retaining Quality Employees: Using Image to Recruit and Keep the Best
189
22
Tell Your Employees--They'll Tell Their Communities
190
2
An Organization's Primary Target
192
1
An Inside Job
193
2
Let Your Image Do Your Recruiting
195
1
Mobilize a Total Strategy
195
2
Corporate Image Reflects Corporate Values
197
4
Good Corporate Citizenship
201
4
The Impact of a New Identity
205
1
Employees Can Make Things Happen
206
1
Employees Prefer Direct Interaction
207
4
Chapter 9: One Important Reminder: We Are Not Alone
211
14
Seven Objectives of Image Advertising
212
1
Six Guidelines for a Successful Image Campaign
212
2
Four Creative Steps and One Basic Rule
214
1
Integrate Social Concerns with Economic Issues
215
3
Speak the Local Language
218
1
Single Unifying Ad Format
218
2
Reinvent Who You Are
220
1
Offer Consumers Something Different
220
1
The Right Thing to Do
221
4
Appendix A: GE: Building the Brand of the Century
225
16
Appendix B: Xerox: Finding the Soul of the Enterprise
241
14
Appendix C: Eastman Kodak: Focus on Strategy
255
10
Appendix D: National CEO Survey: "Attitudes on Corporate Advertising"
265
4
Appendix E: Corporate Identification Checklist
269
2
Index
271