Integrated branding :: becoming brand-driven through companywide action /
"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 custo...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Weitere Verfasser: | |
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Westport, Conn. :
Quorum,
1999.
|
| Schlagworte: | |
| Online-Zugang: | DE-862 DE-863 |
| Zusammenfassung: | "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. |
| Beschreibung: | 1 online resource (xiv, 299 pages :) |
| Format: | Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. |
| Bibliographie: | Includes bibliographical references (pages 285-287) and index. |
| ISBN: | 0585383677 9780585383675 0313004285 9780313004285 1567202381 9781567202380 |
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| 245 | 1 | 0 | |a Integrated branding : |b becoming brand-driven through companywide action / |c F. Joseph LePla, Lynn M. Parker. |
| 260 | |a Westport, Conn. : |b Quorum, |c 1999. | ||
| 300 | |a 1 online resource (xiv, 299 pages :) | ||
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| 504 | |a Includes bibliographical references (pages 285-287) and index. | ||
| 588 | 0 | |a Print version record. | |
| 505 | 0 | |a 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. | |
| 506 | |3 Use copy |f Restrictions unspecified |2 star |5 MiAaHDL | ||
| 520 | 1 | |a "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. | |
| 520 | 8 | |a 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. | |
| 533 | |a Electronic reproduction. |b [Place of publication not identified]: |c HathiTrust Digital Library. |d 2023. |5 MiAaHDL | ||
| 538 | |a Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. |u http://purl.oclc.org/DLF/benchrepro0212 |5 MiAaHDL | ||
| 583 | 1 | |a digitized |c 2023. |h HathiTrust Digital Library |l committed to preserve |2 pda |5 MiAaHDL | |
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 0 | |a Branding (Marketing) |0 http://id.loc.gov/authorities/subjects/sh2007006470 | |
| 650 | 6 | |a Produits de marque |x Gestion. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 0 | 7 | |a Brand name products |x Management. |2 cct |
| 650 | 7 | |a Brand name products |x Management |2 fast | |
| 650 | 7 | |a Management |2 gnd | |
| 650 | 7 | |a Markenartikel |2 gnd |0 http://d-nb.info/gnd/4037584-5 | |
| 650 | 1 | 7 | |a Merken (commercie) |0 (NL-LeOCL)078588448 |2 gtt |
| 653 | |a Branding. | ||
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| adam_text | |
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| author | LePla, F. Joseph, 1955- |
| author2 | Parker, Lynn M., 1956- |
| author2_role | |
| author2_variant | l m p lm lmp |
| author_GND | http://id.loc.gov/authorities/names/n99000826 http://id.loc.gov/authorities/names/n99000829 |
| author_facet | LePla, F. Joseph, 1955- Parker, Lynn M., 1956- |
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| 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. |
| ctrlnum | (OCoLC)49414998 |
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| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
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| id | ZDB-4-EBA-ocm49414998 |
| illustrated | Illustrated |
| indexdate | 2025-03-18T14:13:43Z |
| institution | BVB |
| isbn | 0585383677 9780585383675 0313004285 9780313004285 1567202381 9781567202380 |
| language | English |
| oclc_num | 49414998 |
| open_access_boolean | |
| owner | MAIN DE-862 DE-BY-FWS DE-863 DE-BY-FWS |
| owner_facet | MAIN DE-862 DE-BY-FWS DE-863 DE-BY-FWS |
| physical | 1 online resource (xiv, 299 pages :) |
| psigel | ZDB-4-EBA FWS_PDA_EBA ZDB-4-EBA |
| publishDate | 1999 |
| publishDateSearch | 1999 |
| publishDateSort | 1999 |
| publisher | Quorum, |
| record_format | marc |
| spelling | LePla, F. Joseph, 1955- https://id.oclc.org/worldcat/entity/E39PCjMyKW4rHc7qGjvydFHCFC http://id.loc.gov/authorities/names/n99000826 Integrated branding : becoming brand-driven through companywide action / F. Joseph LePla, Lynn M. Parker. Westport, Conn. : Quorum, 1999. 1 online resource (xiv, 299 pages :) text txt rdacontent computer c rdamedia online resource cr rdacarrier polychrome. rdacc http://rdaregistry.info/termList/RDAColourContent/1003 data file Includes bibliographical references (pages 285-287) and index. Print version record. 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. Use copy Restrictions unspecified star MiAaHDL "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. Electronic reproduction. [Place of publication not identified]: HathiTrust Digital Library. 2023. MiAaHDL Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL digitized 2023. HathiTrust Digital Library committed to preserve pda MiAaHDL Brand name products Management. Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Produits de marque Gestion. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Brand name products Management. cct Brand name products Management fast Management gnd Markenartikel gnd http://d-nb.info/gnd/4037584-5 Merken (commercie) (NL-LeOCL)078588448 gtt Branding. Parker, Lynn M., 1956- https://id.oclc.org/worldcat/entity/E39PCjKD3Fr6rq9WwQm7VwQRmm http://id.loc.gov/authorities/names/n99000829 has work: Integrated branding (Text) https://id.oclc.org/worldcat/entity/E39PCFPJBkwFWbvVg87kfXHwG3 https://id.oclc.org/worldcat/ontology/hasWork Print version: LePla, F. Joseph, 1955- Integrated branding. Westport, Conn. : Quorum, 1999 1567202381 (DLC) 99010385 (OCoLC)40644959 Online version: LePla, F. Joseph, 1955- Integrated branding. Westport, Conn. : Quorum, 1999 (OCoLC)1412735462 |
| spellingShingle | LePla, F. Joseph, 1955- Integrated branding : becoming brand-driven through companywide action / 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. Brand name products Management. Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Produits de marque Gestion. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Brand name products Management. cct Brand name products Management fast Management gnd Markenartikel gnd http://d-nb.info/gnd/4037584-5 Merken (commercie) (NL-LeOCL)078588448 gtt |
| subject_GND | http://id.loc.gov/authorities/subjects/sh2007006470 http://d-nb.info/gnd/4037584-5 (NL-LeOCL)078588448 |
| title | Integrated branding : becoming brand-driven through companywide action / |
| title_auth | Integrated branding : becoming brand-driven through companywide action / |
| title_exact_search | Integrated branding : becoming brand-driven through companywide action / |
| title_full | Integrated branding : becoming brand-driven through companywide action / F. Joseph LePla, Lynn M. Parker. |
| title_fullStr | Integrated branding : becoming brand-driven through companywide action / F. Joseph LePla, Lynn M. Parker. |
| title_full_unstemmed | Integrated branding : becoming brand-driven through companywide action / F. Joseph LePla, Lynn M. Parker. |
| title_short | Integrated branding : |
| title_sort | integrated branding becoming brand driven through companywide action |
| title_sub | becoming brand-driven through companywide action / |
| topic | Brand name products Management. Branding (Marketing) http://id.loc.gov/authorities/subjects/sh2007006470 Produits de marque Gestion. Stratégie de marque. branding. aat BUSINESS & ECONOMICS Advertising & Promotion. bisacsh Brand name products Management. cct Brand name products Management fast Management gnd Markenartikel gnd http://d-nb.info/gnd/4037584-5 Merken (commercie) (NL-LeOCL)078588448 gtt |
| topic_facet | Brand name products Management. Branding (Marketing) Produits de marque Gestion. Stratégie de marque. branding. BUSINESS & ECONOMICS Advertising & Promotion. Brand name products Management Management Markenartikel Merken (commercie) |
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