ISBN: 0201550423
Godina izdanja: 1991
Jezik: Engleski
Oblast: Marketing
Autor: Strani

Clive Chajet, Tom Shachtman - Image by Design: From Corporate Vision to Business Reality
Addison-Wesley, 1991
216 str.
tvrdi povez
stanje: vrlo dobro
Illustrations in b/w and colour

This book illuminates and clarifies the relationship between corporate image and corporate strategy. In his book the author urges businesses to recognize the fact that image is reality. It is necessary to create commercially useful corporate and brand images through identity and to design systems that drive all communications for maximum impact and cost effectiveness.

Coca-Cola, Xerox, Chrysler and American Express are among the clients of Lippincott & Margulies, whose chairman and chief executivenot on PW style sheet.aa/I`m surprised;we use it frequently, not only in Forecasts but the news dept.gs Chajet here reveals, in instructive detail, how an `image consultant` helps forge or refurbish a consistent corporate identity and image. In anecdotes demonstrating dos and don`ts of his profession, he and Shachtman ( The Gilded Leaf ) stress that a company`s more direct. aa image must accurately reflect its products or services, its distinctive attributes and its business practices. A favorable corporate image, the authors emphasize, proves itselfok? aa not only in the marketplace, on Wall Street and in the caliber of personnel it attracts doesn`t make sense. add `it attracts`?aa , but especially by surviving credibility is vague, sentence didn`t make sense. I think this is what`s meant. aa mergers and acquisitions, and by weathering crises--oil spills, poisoned products, labor problems. A book of interest primarily to professionals. Illustrations not seen by PW.

Chajet, Chairman and CEO of Lippincott & Margulies, is a top image consultant who helped create and shape the images of such corporations as Coca-Cola, Chrysler, and American Express. In this book, he discusses his efforts to communicate verbally and visually the vision, goals, and leadership of his clients` companies. Besides providing memorable anecdotes, he and coauthor Shachtman take a hard look at the key issues confronting U.S. companies, e.g., how a company`s image can affect its market share and Wall Street`s view of that company. Statements such as, `An image is the sum of a corporation`s conversations with society,` provide insights and embellish an unusually readable work with wit and elegance. Highly recommended for academic and large public libraries.

Contents:
Acknowledgement
Preface
Going to Work in Pink Pajamas
Change: The Only Constant
Part 1
Business Problems- Image Problems
Chapter I
Business and Its Images
Images All about Us
Intrusions from Reality
By Choice, Not Default
Chapter 2
TPI Doesn`t (I Hope) Always Stand for Typical
Baby Treet Gone Bad
Bond Slippage
Win or Lose?
Rumors of Offers
Restructure and Rename
Chapter 3
How is Your Business Perceived?
How the Product or Service Performs
The Price
The Name
Business Practices
The `Look` of a Company
Tone and Manner
History and Industry Segment
The Corporate Culture
Chapter 4
Symptoms, Diseases, Treatments
Six Flags of Warning
Four More Rockets
Partial Solutions
New Name and/or Logo
Why Does Image Making Have a Bad Image?
Who Ya Gonna Call?
Is It a `Good` Diagnosis?
To Tell the Truth
Part 2
Successes and Disappointments
Chapter 5
No Image, No Premium
What Is a Commodity? What Is a Premium?
Aspects of Image in a Premium
Conswquences of Being (or Becoming) a Commodity
Anybody`s Gas
Beating the `No-Premium` Blues
Chapter 6
Classic Identity Programs
The Pentastar
In the Blue Box
Equity Elements
Chapter 7
Image: To Buy or to Rent?
Glamour for a Price
Who`s Speaking for You?
Can I Judt Borrow It for a While?
Create an Image from Whole Cloth
Chapter 8
Present at the Creation
Breaking Up Is Tricky to Do
When the Image Was Everything
Chapter 9
Pluses and Minuses
The Allegis Debacle
One Company, Changing Identities
Part 3
Details and Distinctions
Chapter 10
Logic, Creativity, and Sensitivity
Questions Come First
Internal Interviews
External Interviews
To Be a Good Interviewer
Chapter 11
The Design System
Two Uses for Design Systems
Three Design-Driven Systems
Some Favorite Design Expressions
Presenting the Recommendation
Chapter 12
What`s in a Name? Conflict and Controversy, That`s What
The Ultimate Accolade
The Good, the Bad, and the Obvious
Sorry, This Dictionary is Empty
Names as Unifiers
Over the Hill?
Nomenclature Architecture: Overlooked, Underdeveloped
Stretching
Calling All Brands
Part 4
Recommendations and Admonitions
Chapter 13
Beyond Mass Marketing
Moving toward the Luxury Market
New Pastures
Medium as Message
CDVCRPCISDNHDTVWORM
Chapter 14
Bottom Lines and Book Values
Quantification-The False God?
What Is the Book Value of Your Brands, And Who Knows It?
A Kinder, Gentler Budget
Chapter 15
Corporate Parenting
Aligning for the Future
Fashions in Corporate Structure
Gilt by Assoication
Nourishing the Institutional Image
Beyond A, B, and C
Parenting and the External Audience
Benefits from Good Parental Relations
Chapter 16
Image and Takeovers
Raiders
Developers
Myths about Image in Takeovers, or, Keep Your Facts Clean
Cast the First Stone...?
The Cult of Loyalty
Blood and Rubber
How Will It Look?
Chapter 17
For Tommorrow`s Management
Stage One: Logo Solo
Stage Two: Total Package Design
Stage Three: Naming Brands
Stage Four: Identity Systems
Stage Five: Image Management
The Essence of Corporate Leadership
Tasks of an Image Manager
Relevance
Sharp Focus
Positioning for the Future
Resource Allocation
A New Director?
The Image Decade
Index

Corporate image
Design Coordination
Enterprises Image
Industrial design coordination
Marketing
Packaging Design
corporate image
marketing


Non-Fiction, Strategic Planning, Advertising, Systems & Planning