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• catalog 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."--Jacket.".
• catalog contributor b11459354.
• catalog contributor b11459355.
• catalog created "1999.".
• catalog date "1999".
• catalog date "1999.".
• catalog dateCopyrighted "1999.".
• catalog description ""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.".
• catalog description "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."--Jacket.".
• catalog description "Includes bibliographical references (p. [285]-287) and index.".
• catalog 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 -- Conducting organization and brand driver interviews.".
• catalog extent "xiv, 299 p. :".
• catalog identifier "1567202381 (alk. paper)".
• catalog issued "1999".
• catalog issued "1999.".
• catalog language "eng".
• catalog publisher "Westport, Conn. : Quorum,".
• catalog subject "658.8/27 21".
• catalog subject "Brand name products Management.".
• catalog subject "Branding (Marketing)".
• catalog subject "HD69.B7 L47 1999".
• catalog tableOfContents "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 -- Conducting organization and brand driver interviews.".
• catalog title "Integrated branding : becoming brand-driven through companywide action / F. Joseph LePla, Lynn M. Parker.".
• catalog type "text".