- ホーム
- > 洋書
- > 英文書
- > Business / Economics
基本説明
New in paperback. Hardcover was published in 1999 by Quorum.
Full 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. The brand and the company are inseparable, and this realization must pervade the entire organization, from new product de velopment 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 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
Illustrations Preface Chapter 1 Your Company's Most Powerful Weapon: The Brand Within Chapter 2 The Integrated Brand Model: The Basis for Strong Customer Relationships Chapter 3 How Integrated Branding Differs from the Alternatives Chapter 4 A Blueprint for Creating Organization Drivers Chapter 5 The Role of the Brand Principle Chapter 6 Other Core Brand Drivers: Personalities and Associations Chapter 7 How to Reveal Your Brand: Seven Steps to Integrated Branding Chapter 8 Developing a Practical Brand Structure Chapter 9 Using Integrated Branding to Expand Market Share Chapter 10 The WRQ Story: The Steps to a Successful Integrated Brand Chapter 11 How to Get and Keep All Divisions, Departments, and Employees on the Same Path Chapter 12 How to Conduct Brand Planning and Benchmarking Chapter 13 How to Create Brand-Driven Marketing Chapter 14 Using Marketing Communications to Drive Brand Chapter 15 The Digital Age: A Brand's Best Friend - or Worst Enemy? Chapter 16 Using Brand to Clear the Path to an IPO and Beyond Chapter 17 Integrated Branding for Technology Companies Chapter 18 Comparing Well-Known Brand Models to Integrated Branding Appendix: Conducting Organization and Brand Driver Interviews Selected Bibliography Index
