Insights on Corporate Reputation:

Beware the Pitfalls of the Green Branding Push [PDF]
By Joseph Gelman

In this opinon piece, Joseph Gelman and Francisco Pinedo from Prophet's Madrid office, discuss the pitfalls of "green" branding in the car industry. (Expansión, April 29, 2008)

The Risks of Being "Green" [PDF]
By Joseph Gelman

In an interview with the financial daily La Gaceta de los Negocios, Joseph Gelman, Prophet partner and director of the company's office in Spain, talks about the challenges facing green brands. *Please note this interview is in Spanish. (La Gaceta de los Negocios, May 20, 2008)

Turning Green Into Gold [PDF]
By Andrew Pierce

In this article, Andrew argues that the question for most companies is not if they will take action to make their brands environmentally friendly, but when and the extent to which they will do so. He then discusses what it takes to successfully make green work as a business and brand builder. (Marketing News, October 1, 2007)

The CMO Challenge: Exiting the Comfort Zone [PDF]
By Michael Dunn

In this article, Michael Dunn argues that in order to be effective, marketers need to up their game, take on the new media, and be prepared to be adventurous, extending their influence over many of the critical business growth drivers. (Argent, September 2007)

Building a Successful Relationship with China [PDF]
By Michael Dunn

In this article, Michael Dunn advises business-to-business brands to do their homework before entering the Chinese market. Are strategic partnerships the way to drive customer loyalty? (Brand Strategy, May 2007)

There's Nothing New in Desperate Marketing [PDF]
By Eloy Trevino and Scott Davis

Two Choices: Burger King and Ford followed different paths in their quests to grow-and stand as case studies of why the best marketing comes from innovation, not desperation. (Advertising Age, April 23, 2007)

How to Get an Ethical Advantage [PDF]
By Prophet

In this article, we discuss three strategies to help companies integrate corporate social responsibility with brand-building efforts. (Brand Strategy, December 2006/January 2007)

At Kohl's, Very Vera Should be Very Wary [PDF]
By Prophet

In this article, Steve Chang discusses the potential impact on Vera Wang's brand by launching a new line of clothing for Kohl's. (BrandWeek.com, October 16, 2006)

The Acquired Corporate Brand [PDF]
By David Aaker

With the resurgence of mergers in the pharmaceutical industry, companies need to consider the perceived value, role and importance of the acquired brands when determining whether and how to integrate the two organizations. (Pharma Times, December 2004)

Three Strategies for Integrating CSR with Brand Marketing [PDF]
By Prophet

Increasingly, companies are putting a public face on their corporate social responsibility (CSR) activity. The authors describe three different approaches for incorporating CSR activities with marketing activities. (Market Leader, Summer 2004)

UBS: Brand Building in a Global Market [PDF]
By Jestyn Thirkell-White

A case study on the change in brand strategy and brand management apporach at UBS (Admap, July 2004)

Brand Portfolio Strategy
By David Aaker

In this long-awaited book from the world's premier brand expert, David Aaker shows how to construct a brand portfolio strategy that supports your business strategy and profoundly affects your profitability.

Leveraging the Corporate Brand [PDF]
By David Aaker

A perspective on how a company can dial up the importance and role of the corporate (company) brand. (California Management Review, March 2004)

Decline of the Master Brand [PDF]
By Prophet

a commentary on the decline of corporate master brands as more flexible models are becoming necessary to accommodate complex business and product liens. (President & CEO, December 2003)

Creating the Brand-Driven Business: It's the CEO who Must Lead the Way [PDF]
By Michael Dunn and Scott Davis

A point of view on the role CEO's play in creating brand-driven businesses and a toolkit to guide their efforts. (Handbook of Business Strategy, September 2003)

Building the Brand-Driven Business
By Michael Dunn and Scott Davis

In this book, learn how to map out a strategy that can help an entire organization manage and live (not just think about) its brand.

Do Corporate Brands Matter? [PDF]
By Prophet

An overview of the role corporate brands play in the hotel industry. (National Hotel Executive, September 2002)

The Insurance Company Branding Challenge [PDF]
By Prophet

This article reviews the challenges facing many insurance company executives as they attempt to extend their brand(s) into a broader financial services market. (Insurance Marketing Magazine, February 2002)

Developing Business Strategies
By David Aaker

Using vivid case studies, this book moves beyond reactive problem solving toward the development and realization of sound strategic objectives.

Brand It!*
By Scott Davis

Article on corporate branding and why organizations need to make brand a strategic driver for the entire organization. (US Business Review, August 2001)

Brand Leadership
By David Aaker and Erich Joachimsthaler

This book examines how brand leadership can be achieved in the face of increasing competitive and economic pressures, including over-capacity, vicious price competition, product sameness, product proliferation, and powerful retailers.