Brand Integration Strategy: Full Action, Driving Company Development with the Brand

Author: Leppler
Publisher:
Publish Date: 2003-10-01
Features: To build deeper and more loyal customer relationships and improve profit margins, a company must genuinely "practice" the brand it promotes. This model is called "Brand Integration Strategy," which is not a simple marketing strategy. The company must demonstrate to the public that its external brand image is a reflection of the company itself, with the brand and the company being inseparable. Moreover, brand practice must permeate every aspect of the company, from new product development to human resource management. Brand Integration Strategy is an operational model and a comprehensive business strategy. It should ensure that the company's products are based on the correct answers to two interconnected questions: "What do customers value" and "What aspects of the company are good where customers desire." The measures to achieve these goals are called "Brand Driving Mechanism." This book, revised by Leppler and Parker, clearly and thoroughly explains how the Brand Driving Mechanism works and how to apply it. The book also discusses how to determine brand culture, how Brand Integration Strategy can be applied to marketing and promotion, and how companies can benefit from it when going public. Marketing professionals will find this book indispensable, and corporate strategists and others who have a significant impact on the company's future will feel the same way.