Integrated Branding: Becoming Brand-Driven Through Companywide Action
Blowout Sale! Save 55% on the Integrated Branding: Becoming Brand-Driven Through Companywide Action by Brand: Praeger at Prensa Digital PR. Hurry! Limited time offer. Offer valid only while supplies last. To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not just
To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not just a communications strategy. Companies must demonstrate to themselves and their customers that its brands are what the company is. The Brand and the company are inseparable, and that 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 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. Not just for marketing directors, strategy planners and executive policy makers will also find this to be an essential resource in their quest to increase market leadership and to enhance the bottom line.
Through their integrated brand model, LePla and Parker discuss both organization drivers and brand drivers. They see the process as a research-driven one that gets everyone in the organization contributing to the effectiveness of its brands. With brand tools accepted throughout the company, people can determine more easily and accurately whether their decisions and actions will actually further the brand. The authors show how different companies apply their model in different ways. LePla and Parker also include 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.
|Item Weight:||1.37 pounds|
|Item Size:||0.75 x 9.21 x 9.21 inches|
|Package Weight:||1.41 pounds|
|Package Size:||6.38 x 1.1 x 1.1 inches|
Have questions about this item, or would like to inquire about a custom or bulk order?
If you have any questions about this product by Brand: Praeger, contact us by completing and submitting the form below. If you are looking for a specif part number, please include it with your message.
Related Best Sellers
By Nabu Press
ean: 9781178583311, isbn: 1178583317,
This is a reproduction of a book published before 1923. This book may have occasional imperfections such as missing or blurred pages, poor pictures, errant marks, etc. that were either part of the original artifact, or were introduced by the scanning...
By Brand: CreateSpace Independent Publishing Platform
sku: I9781438256177, ean: 9781438256177, isbn: 1438256175,
From the Council of Trent to Benedict XVI's Motu Proprio a new generation of Catholics is discovering the beauty, reverence, appropriateness, and efficacy of the Tridentine Mass. The Traditional Latin Mass, as the saying goes, is "the Mass the mart...
By TreasureLine Publishing
ean: 9781617520310, isbn: 1617520314,
A SUPERIOR NEW 2017 VERSION IS AVAILABLE PURCHASE ISBN-13: 978-0615678306RABBIT:CHASING BETH RIDER has been re-published & re-edited for 2017 by Little Roni Publishers. Click "Paperback" or search the above ISBN to get the newest version. Cover is b...
By Brand: Piatkus Books
ean: 9780749938970, isbn: 0749938978,
Blind since birth, widowed in her twenties, now lonely in her forties, Marianne Fraser lives in Edinburgh in elegant, angry anonymity with her sister, Louisa, a successful novelist. Marianne's passionate nature finds expression in music, a love she s...
By Tantor Audio
ean: 9781452654256, isbn: 1452654255,
That the dog evolved from the wolf is an accepted fact of evolution and history, but the question of how wolf became dog has remained a mystery, obscured by myth and legend. How the Dog Became the Dog posits that dog was an evolutionary inevitability...
mpn: unknown, ean: 4713648925036,
Get the best Amazon Kindle case from the best selling iPAD case manufacture Acase. This case has a black leather exterior with a soft micro fiber padding in the interior. The leather case provides complete protection for your Amazon Kindle Touch read...
By Brand: Nayberry Publications
ean: 9780981584331, isbn: 0981584330,
Shayla Wilson and her two sisters from another mother are all keeping secrets. Her beautiful, expertly-designed house of lies is about to fall, but not before she learns that the people she least expect are pulling her down....
By Brand: Threat Quality Press
mpn: black & white illustrations, ean: 9780982888421, isbn: 0982888422,
The gray, icy city of Trowth is hollowed out by war, and now haunted by the degenerate spawn of a monstrous science. Only a drug-addicted detective and a young man with a gift for mathematics have the means to solve an enigmatic murder--a murder that...
By Roc Trade
ean: 9780451461100, isbn: 045146110X,
Hal Kailas has grown into a battle-hardened Dragonmaster, but his old enemies have returned, and even with all his skill and the help of the dragons, he may not be able to triumph in the ultimate battle for the fate of the world. By the author of Sto...
By University of Chicago Press
mpn: 25 halftones, 17 line drawings, ean: 9780226534657, isbn: 0226534650,
Brassiere Hills, Alaska. Mollys Nipple, Utah. Outhouse Draw, Nevada. In the early twentieth century, it was common for towns and geographical features to have salacious, bawdy, and even derogatory names. In the age before political correctness, mapma...