Integrated Branding: Becoming Brand-Driven Through Companywide Action

Abstract

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

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 67 citations exist upstream.