Integrated Branding: Becoming Brand-Driven Through Company-Wide Action

F Joseph LePla,Lynn M Parker

Verlag: Kogan Page Limited/Viva Books, 2005
ISBN 10: 0749445254 / ISBN 13: 9780749445256
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a For deeper, more loyal customer relationships and enhanced profit margins, companies must actually ?live? the brands they sell. This approach is called ?integrated branding? and it?s not just a communications strategy. A company must demonstrate to itself and its customers that its external brand image is a reflection of the company itself. The brand and the company are inseparable, and this realization must pervade the entire organization, from new product development to human resource management. Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company?s products are based on the right answers to two mutually reinforcing questions: ?What do customers value?? and ?What does the company do best in relation to what customers want?? The tools to accomplish these goals are called ?drivers? In this updated edition of their acclaimed guide, LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Also included are discussions of how to determine brand structure, how an integrated brand applies to marketing communications and how integrated brands can help companies when they go public. Contents: Your company?s most powerful weapon: The brand within ? The integrated brand model: The basis for strong customer relationships ? How integrated branding differs from the alternatives ? A blueprint for creating organization drivers ? The role of the brand principle ? Other core brand drivers: Personalities and associations ? How to reveal your brand: Seven steps to integrated branding ? Developing a practical brand structure ? Using integrated branding to expand market share ? The WRQ story: The steps to a successful integrated brand ? How to get and keep all divisions, departments and employees on the same path ? How to conduct brand planning and benchmarking ? How to create brand-driven marketing ? Using marketing communications to drive brand ? The digital age: A brand?s best friend - or worst enemy? ? Using brand to clear the path to an IPO and beyond ? Integrated branding for technology companies ? Comparing well-known brand models to integrated branding ? Appendix: Conducting organization and brand driver interviews Printed Pages: 300. Buchnummer des Verkäufers 39064

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Inhaltsangabe: For deeper, more loyal customer relationships and enhanced profit margins, companies must actually live the brands they sell. This approach is called integrated branding and it s not just a communications strategy. A company must demonstrate to itself and its customers that its external brand image is a reflection of the company itself. The brand and the company are inseparable, and this realization must pervade the entire organization, from new product development to human resource management.
Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company s products are based on the right answers to two mutually reinforcing questions: What do customers value? and What does the company do best in relation to what customers want? . The tools to accomplish these goals are called drivers. In this updated edition of their acclaimed guide, LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Also included are discussions of how to determine brand structure, how an integrated brand applies to marketing communications and how integrated brands can help companies when they go public.

From the Publisher: F. Joseph LePla has worked with a broad range of companies for more than 20 years helping to develop their brands. He now runs the Parker/LePla consultancy which shows companies how to implement their Integrated Branding Model.

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Bibliografische Details

Titel: Integrated Branding: Becoming Brand-Driven ...
Verlag: Kogan Page Limited/Viva Books
Erscheinungsdatum: 2005
Einband: Softcover
Zustand: New
Auflage: First edition.

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