Coverart for item
The Resource Integrated branding : becoming brand-driven through companywide action, F. Joseph LePla, Lynn M. Parker

Integrated branding : becoming brand-driven through companywide action, F. Joseph LePla, Lynn M. Parker

Label
Integrated branding : becoming brand-driven through companywide action
Title
Integrated branding
Title remainder
becoming brand-driven through companywide action
Statement of responsibility
F. Joseph LePla, Lynn M. Parker
Creator
Contributor
Subject
Language
eng
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 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
Cataloging source
DLC
http://library.link/vocab/creatorDate
1955-
http://library.link/vocab/creatorName
LePla, F. Joseph
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
L47 1999
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1956-
http://library.link/vocab/relatedWorkOrContributorName
Parker, Lynn M.
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Brand name products
Label
Integrated branding : becoming brand-driven through companywide action, F. Joseph LePla, Lynn M. Parker
Instantiates
Publication
Bibliography note
Includes bibliographical references (pages [285]-287) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
40644959
Dimensions
25 cm
Extent
xiv, 299 pages
Isbn
9781567202380
Isbn Type
(alk. paper)
Lccn
99010385
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
(OCoLC)40644959
Label
Integrated branding : becoming brand-driven through companywide action, F. Joseph LePla, Lynn M. Parker
Publication
Bibliography note
Includes bibliographical references (pages [285]-287) and index
Carrier category
volume
Carrier category code
  • nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
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
Control code
40644959
Dimensions
25 cm
Extent
xiv, 299 pages
Isbn
9781567202380
Isbn Type
(alk. paper)
Lccn
99010385
Media category
unmediated
Media MARC source
rdamedia
Media type code
  • n
Other physical details
illustrations
System control number
(OCoLC)40644959

Library Locations

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