Brand integration strategy

Author: F. Joseph Lepla
Publisher:
Publish Date: 2003-10-01
Features: Comprehensive action, driving company growth with the brand. Brand integration strategy is an operational model and a holistic business strategy. It should ensure that the company's products are based on the correct answers to two mutually reinforcing questions: "What do customers value?" and "What do customers desire, and in which areas does the company excel?" The measures to achieve these goals are called "brand driving mechanisms." This book, revised by Lepla and Parker, clearly and thoroughly explains how brand driving mechanisms work and how to apply them. The book also discusses how to determine brand culture, how brand integration strategy is applied to marketing and promotion, and how companies can benefit from brand integration strategy during their initial public offerings (IPOs). Marketing professionals will find this book essential reading, and corporate strategists and others who have a significant impact on the company's future will feel the same way.