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Influence consumer choices, build brands, pre-sell new products or services, and add value to your company in the minds of customers and investors -- simply by treating company image as your number one product. Based on exclusive interviews with successful image-makers, this book skillfully analyzes the advertising strategies of top corporations like General Electric and GTE. Also explores the concept of "advocacy advertising" -- campaigns that ally the company with political, social, or environmental issues that affect its markets. You'll discover how to:
-- Use image advertising to support your products
-- Change outdated images
-- Control crises
-- Establish a unified public identity in the wake of mergers, takeovers, and other dramatic corporate changes

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CHOICE Review

This book places corporate image communications at the center of marketing policy. The authors convincingly argue that a corporation's image can be successfully marketed and serve as the basis for greater product acceptance and recognition. Image marketing is explored with such objectives in mind as market position, mergers and takeovers, name changes, branding, investor acceptability, advocacy advertising, crisis management, and employee retention. Although the importance of corporate image is generally accepted, little has been presented in the literature. This excellent beginning draws much of its information from interviews conducted with a number of successful image makers. Through information gathered in the interviews and an analysis of effective advertising strategies, the authors make a strong case for image marketing. Professional and upper-division undergraduate and graduate business collections.-W. G. Ellis, Marian College of Fond Du Lac