Brand driven: the route to integrated branding through great leadership
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
London u.a.
Kogan Page
2003
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Item Description: | Includes bibliographical references and index |
| Physical Description: | XVI, 334 S. Ill. |
| ISBN: | 0749437979 |
Staff View
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| 245 | 1 | 0 | |a Brand driven |b the route to integrated branding through great leadership |c F. Joseph LePla, Susan V. Davis, and Lynn M. Parker |
| 264 | 1 | |a London u.a. |b Kogan Page |c 2003 | |
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| 650 | 4 | |a Leadership | |
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| adam_text | Table of Contents
Map x
Acknowledgements xii
Preface xiv
PARTI
Brand Driven: The Route to Integrated
Branding Through Great Leadership
chapter 1 Why Take the Trip? 3
The Secret to Creating Loyal Customers 7
Integrated Branding Defined 11
The Integrated Branding Process 12
Every Leader s Journey 16
Travel Guide to Living the Integrated Brand 17
chapter 2 Determine Your Destination 20
Point of Interest: Would a Clear Brand
Have Made a Difference? 23
Creating Your Brand and
Brand Structure: The Nine Steps 23
CHAPTER 3 Tools for Navigation 38
Defining Your Brand Tools 39
Point of Interest: A Brand Tools Inventory 49
After Brand Clarity 50
BRAND DRIVEN CHAPTER 4 Are You Road Ready? 53
Aligning Group Actions 53
Brand Commitment Levels 56
Obtaining Sponsorship to Achieve Integrated Branding.... 62
Point of Interest: Create a Customer Experience Model .... 63
Point of Interest: Testing for Sponsorship 65
Overcoming Barriers to Company Alignment 66
Point of Interest: Trust Builder Test 67
Point of Interest: Strengths and Weaknesses Inventory 70
Road Ready: A Final Check 72
chapter 5 Plan the Itinerary 74
What s In a Brand Strategy? 75
Take the First Step 78
Point of Interest: Brand Strategy Questions
Every Leader Should Ask 79
A Brand Planning Template 80
Brand Strategy and Business Threats 85
Action and Reaction 88
chapter 6 Communicate Your Destination 91
Communicate and Demonstrate Brand Tools 92
Point of Interest: Test Employees Understanding
of Your Brand Promise 96
Visualizing the Destination 96
chapter 7 Rules of the Road 104
Look for Rules of the Road 106
Point of Interest: Looking for Rules of the Road 110
Aligning Rules of the Road to Your Brand Promise Ill
Point of Interest: Reinforcing Rules of the Road 113
Point of Interest: Downplaying Rules of the Road 115
Point of Interest: Creating New Rules of the Road 117
CHAPTER 8 What Are You Driving? 119
Six Culture Types 120
Point of Interest: What Is Your Corporate Culture Type? . . 138
chapter 9 Rev Your Engines 140
Job Clarity: A Platform for Brand Action 141
TABLE OF CONTENTS Point of Interest: Defining Jobs Using Your Brand 142
Recruitment: Finding the Right Candidates
to Build Your Integrated Brand 144
Orientation: Born Into the Brand 149
Organisation Structure: Avenues and Boundaries 150
CHAPTER 10 Keep People Moving 157
A Framework for Effective Leadership 158
Point of Interest: Find Your Brand Convictions 161
Point of Interest: Maintain Connection 166
Put It All Together 166
Barriers to Effective Leadership 167
Growing Effective Leaders 171
CHAPTER 11 Landmarks Along the Way 173
Internal Landmarks 174
Point of Interest: Discover Language that
Symbolises Your Brand 183
External Landmarks 184
Point of Interest: How to Create a Brand Landmark 189
Gearing Up 189
chapter 12 Are We There Yet? 194
Benchmarking Your Integrated Brand 196
Internal Measurements 196
Point of Interest: Brand Suggestion Box 202
External Measurements 202
Brand ROI Measurement 208
Point of Interest: Do a Brand Check Now 210
Measurements Abound 210
Next Steps: The Journey Action Plan 214
PART II
Excursions — Specific Application of Living the Integrated Brand
CHAPTER 13 Rerouting Existing Organisations 217
Point of Interest: Does Your Organisation
Need Revitalisation? 218
Six Ways to Revitalise 219
Create a Brand Strategy that Keeps Things Fresh 228
BRAND DRIVEN chapter 14 The Start Up Leader s Journey 231
When to Begin Brand Work 234
Start Up Myths that Are Self Defeating 236
Creating a Brand Based Business Plan 238
How to Define Your Customer Experience 239
Point of Interest: Turning Your Start Up
into a Sustainable Brand 245
chapter 15 The Non Profit Leader s Journey 248
Serving Three Masters:
Your Clients, Volunteers and Donors 249
Leading the Charge with a Shoestring Budget 253
Point of Interest: Solidify Your Constituents
(Your Three Masters) Experience 255
The Challenge and Potential of Non Profit Structures 255
CHAPTER 16 The Healthcare Leader s Journey 261
The State of Healthcare Branding 262
The Antidote to Commodity Healthcare Brands 263
Point of Interest: Clarifying Customer Demographics .... 269
Tipping Points: Build Brand Momentum 271
Point of Interest: The Ten Steps to a
Sustainable Healthcare Brand 273
chapter 17 The Merger Acqusition Leader s Journey 275
The Problem with Mergers and Acquisitions 277
Things to Consider When Designing a
Brand Based Merger and Acquisition Strategy 278
Getting the Most Value Out of a M A 281
The Parker Lepla Brand Based Due Diligence Model .... 289
Some Examples of Doing It Right 292
Point of Interest: What to Ask During
Brand Based Due Diligence 295
PART III
References
chapter 18 Pocket Travel Guide to Living the Integrated Brand 301
TABLE OF CONTENTS Glossary 317
About the Authors 322
Index 325
|
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| spelling | Le Pla, F. Joseph Verfasser aut Brand driven the route to integrated branding through great leadership F. Joseph LePla, Susan V. Davis, and Lynn M. Parker London u.a. Kogan Page 2003 XVI, 334 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Führung Branding (Marketing) Leadership Markenartikel (DE-588)4037584-5 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Markenartikel (DE-588)4037584-5 s Management (DE-588)4037278-9 s DE-604 Davis, Susan Voeller Sonstige oth Parker, Lynn M. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010206186&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Le Pla, F. Joseph Brand driven the route to integrated branding through great leadership Führung Branding (Marketing) Leadership Markenartikel (DE-588)4037584-5 gnd Management (DE-588)4037278-9 gnd |
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| title | Brand driven the route to integrated branding through great leadership |
| title_auth | Brand driven the route to integrated branding through great leadership |
| title_exact_search | Brand driven the route to integrated branding through great leadership |
| title_full | Brand driven the route to integrated branding through great leadership F. Joseph LePla, Susan V. Davis, and Lynn M. Parker |
| title_fullStr | Brand driven the route to integrated branding through great leadership F. Joseph LePla, Susan V. Davis, and Lynn M. Parker |
| title_full_unstemmed | Brand driven the route to integrated branding through great leadership F. Joseph LePla, Susan V. Davis, and Lynn M. Parker |
| title_short | Brand driven |
| title_sort | brand driven the route to integrated branding through great leadership |
| title_sub | the route to integrated branding through great leadership |
| topic | Führung Branding (Marketing) Leadership Markenartikel (DE-588)4037584-5 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Führung Branding (Marketing) Leadership Markenartikel Management |
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