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E-mail Message: I thought you might be interested in this item at http://www.worldcat.org/oclc/40644959 Title: Integrated branding : becoming brand-driven through companywide action Author: F Joseph LePla; Lynn M Parker Publisher: Westport, Conn. : Quorum, 1999. ISBN/ISSN: 1567202381 9781567202380 OCLC:40644959

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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
Rating:	(not yet rated) 0 with reviews - Be the first.

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Document Type:	Book
All Authors / Contributors:	F Joseph LePla; Lynn M Parker Find more information about:
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.

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