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Integrated branding : becoming brand-driven through companywide action

Author: F Joseph LePla; Lynn M Parker
Publisher: Westport, Conn. : Quorum, 1999.
Edition/Format:  Book : EnglishView all editions and formats
Summary:
"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. What do customers value and what does the company do best in relation to
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Document Type: Book
All Authors / Contributors: F Joseph LePla; Lynn M Parker
ISBN: 1567202381 9781567202380
OCLC Number: 40644959
Description: xiv, 299 p. : ill. ; 24 cm.
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.
Responsibility: F. Joseph LePla, Lynn M. Parker.

Abstract:

"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. What do customers value and what does the company do best in relation to what the customers want? The tools to accomplish these goals are called "drivers." 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. Marketing professionals will find this essential, as will corporate strategists and others who make decisions that ultimately determine the organization's future."--BOOK JACKET.

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schema:description"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."
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schema:reviewBody""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. What do customers value and what does the company do best in relation to what the customers want? The tools to accomplish these goals are called "drivers." LePla and Parker show clearly and comprehensively how drivers work and how to apply them."
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