Integrated branding

About this book

"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."--BOOK JACKET.