Integrated branding : becoming brand-driven through company-wide action / F. Joseph LePla & Lynn M. Parker.

by LePla, F. Joseph, 1955-Looking glass; Parker, Lynn M., 1956-Looking glass.

Publisher: London : Kogan Page, 2002.Description: xiv, 299 pages : illustrations ; 24cm.ISBN: 0749437200.Subject(s): ManagementLooking glass | Brand name productsLooking glassNote: Originally published: Westport, Conn. : Quorum, 1999.Note: Includes bibliographical references and index.
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Long loan London College of Fashion
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Long loan London College of Fashion
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Enhanced descriptions from Syndetics:

* Branding has become a central topic in business development and management training

Originally published: Westport, Conn. : Quorum, 1999.

Includes bibliographical references and index.

Table of contents provided by Syndetics

  • Illustrations (p. ix)
  • Preface (p. xi)
  • Chapter 1 Your Company's Most Powerful Weapon: The Brand Within (p. 1)
  • Chapter 2 The Integrated Brand Model: The Basis for Strong Customer Relationships (p. 13)
  • Chapter 3 How Integrated Branding Differs from the Alternatives (p. 21)
  • Chapter 4 A Blueprint for Creating Organization Drivers (p. 37)
  • Chapter 5 The Role of the Brand Principle (p. 67)
  • Chapter 6 Other Core Brand Drivers: Personalities and Associations (p. 85)
  • Chapter 7 How to Reveal Your Brand: Seven Steps to Integrated Branding (p. 101)
  • Chapter 8 Developing a Practical Brand Structure (p. 125)
  • Chapter 9 Using Integrated Branding to Expand Market Share (p. 143)
  • Chapter 10 The WRQ Story: The Steps to a Successful Integrated Brand (p. 153)
  • Chapter 11 How to Get and Keep All Divisions, Departments, and Employees on the Same Path (p. 177)
  • Chapter 12 How to Conduct Brand Planning and Benchmarking (p. 199)
  • Chapter 13 How to Create Brand-Driven Marketing (p. 215)
  • Chapter 14 Using Marketing Communications to Drive Brand (p. 229)
  • Chapter 15 The Digital Age: A Brand's Best Friend--or Worst Enemy? (p. 247)
  • Chapter 16 Using Brand to Clear the Path to an IPO and Beyond (p. 257)
  • Chapter 17 Integrated Branding for Technology Companies (p. 265)
  • Chapter 18 Comparing Well-Known Brand Models to Integrated Branding (p. 271)
  • Appendix Conducting Organization and Brand Driver Interviews (p. 279)
  • Selected Bibliography (p. 285)
  • Index (p. 289)

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