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Title: Integrated Branding: Becoming Brand-Driven Through Company-Wide Action by Lynn Parker, F. Joseph Lepla ISBN: 0-7494-3720-0 Publisher: Kogan Page Ltd Pub. Date: 21 August, 2002 Format: Paperback Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 5 (1 review)
Rating: 5
Summary: Learn to develop deep customer relationships with this book
Comment: What is branding? A common misconception is that branding in the business world is like branding on the cattle ranch. Company A hires company B to brand them. Company B rustles up some research and then proceeds to place a brand on Company A. Nothing could be less effective, or farther from the truth. Parker and LePla do a great service in clearly and simply explaining this in their excellent book, Integrated Branding.
Integrated Branding shows that every company has a brand waiting to be revealed. What a company doesn't need is a "brand" presented to them by an ad agency. What that company needs, and what this book will teach it, is learning how to recognize and develop their existing brand and then live that brand all the time.
Integrated Branding maps out a process that merges research of what an organization's customers/audiences want/need/expect, with the strengths and assets that a company has to offer. With that process the author's show you step-by-step how to develop (and use) all of the brand tools at the core of the integrated brand - principle, mission, values, personality, story, and association
Integrated Branding also explains how to introduce the brand from top to bottom into every level of the company, and to every employee --from CEO to receptionist-so that they learn to live that brand.
Following the Integrated Branding process will help your organization to reveal what brand assets it already has, and some that it may choose to aspire to. It helps provide each employee with tools to guide them throughout every decision and communication -- from announcing company news, to hiring, to product development. If a company truly lives its brand, customers will respond with increased loyalty, a willingness to pay a price premium and shortened purchase processes; and employees will pitch in for the long haul. How many books can provide you with a method to do all that?
Integrated Branding should be the bible for anyone who is embarking on a brand program with any type of organization, big or small, corporate or non-profit. Your company - and your customers - will thank you for reading this book.
--Rob Crowther
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