F. Joseph LePla - Integrated Branding : Becoming Brand-Driven Through Companywide Action
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Cover
| title | : | Integrated Branding : Becoming Brand-driven Through Companywide Action |
| author | : | LePla, F. Joseph.; Parker, Lynn M. |
| publisher | : | Greenwood Publishing Group |
| isbn10 | asin | : | 1567202381 |
| print isbn13 | : | 9781567202380 |
| ebook isbn13 | : | 9780585383675 |
| language | : | English |
| subject | Brand name products--Management. | |
| publication date | : | 1999 |
| lcc | : | HD69.B7L47 1999eb |
| ddc | : | 658.8/27 |
| subject | : | Brand name products--Management. |
Page i
Page ii
Integrated Brand Model
The Integrated Brand Model provides an overview of how to become a brand-driven organization. It outlines the three levels of activitybrand conveyors, brand drivers, and organization driversthat define brands.
Page iii
INTEGRATED BRANDING
Becoming Brand-Driven
Through Companywide Action
F. Joseph LePla
Lynn M. Parker
Page iv
Library of Congress Cataloging-in-Publication Data
LePla, F. Joseph, 1955
Integrated branding : becoming brand-driven through companywide
action / F. Joseph LePla, Lynn M. Parker.
p. cm.
Includes bibliographical references and index.
ISBN 1567202381 (alk. paper)
1. Brand name productsManagement. I. Parker, Lynn M., 1956 .
II. Title.
HD69.B7L47 1999
658.8'27dc21 9910385
British Library Cataloguing in Publication Data is available.
Copyright 1999 by F. Joseph LePla and Lynn M. Parker
All rights reserved. No portion of this book may be reproduced, by any process or technique, without the express written consent of the publisher.
Library of Congress Catalog Card Number: 9910385
ISBN: 1567202381
First published in 1999
Quorum Books, 88 Post Road West, Westport, CT 06881
An imprint of Greenwood Publishing Group, Inc.
www.quorumbooks.com
Printed in the United States of America
The paper used in this book complies with the Permanent Paper Standard issued by the National Information Standards Organization (Z39.481984).
10 9 8 7 6 5 4 3 2
Page v
Copyright Acknowledgments
The authors and the publisher gratefully acknowledge permission for use of the following material.
Permission to reprint extracts from interviews, testimonials and/or websites is given by:
Deborah Churchill Lister, President, Annies Homegrown
Peter Challman, President, Arnies Restaurants Northwest, Inc.
Carla Ware, Executive Assistant, Seattle Childrens Home
Jean Schnelle, Director, Butterball Turkey Talk-Line, The Butterball Turkey Company
Victor Woodward, Vice President of Business Development, Content Technologies
Eric Berg, President, CimWorks GageTalker
Chris Brandkamp, Cyan
Gene Stabile, President, Data Dimensions Information Services
Amy Kelm, Worldwide Consumer Brand Development Manager, Hewlett-Packard Company
Nora Jaso, Principal, Studio Jaso
Kathy Holm, Marketing Communications Manager, Metapath Software Corporation
Wendy Wheeler, Associate Creative Director, Microsoft Corporation
Wally Smith and Holly Cook, REI
Doss Struse, CEO, Research International USA
Jim Shanklin, Chairman and CEO, Ryan-Shanklin, Ltd.
Joseph J. Kennedy, Vice President of Sales, Service and Marketing, Saturn Corporation
Chris Lyon, Marcomm Manager, Vixel Corporation
Volvo Cars of North America
Kathleen Wilcox, President and Executive Director, WSA
Darcie Wolfe, Director of Marketing Communications, WRQ
Terry Stoeser, Principal, WesDesign
David Reyes-Guerra, Manager, Corporate Identity, Xerox Corporation
Kenneth Zawilinski, Doctor, Emotional Research
John Bukovinsky, Director of Marketing Relations, IBM
Phil Knight, Chairman of the Board and Chief Executive Officer, Nike
David Zierman, Prognostics
Lise Olsen, Director of Public Relations, Beyond.com
Marian Salzman, Director, Young & Rubicam
Patricia Graham, Executive Vice President, Morgage Technology Division, INTERLINQ Software Corporation
Excerpts reprinted with the permission of The Free Press, a Division of Simon & Schuster, Inc. from Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity by Jean-Noel Kapferer. Copyright 1992 by Les Editions dOrganisation. Translated by Philip Gibbs. First published in the English Language in 1992 by Kogan Page Ltd.
Excerpts reprinted with the permission of Kogan Page Ltd. from Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity by Jean-Noel Kapferer, London, 1992.
Page vi
Every reasonable effort has been made to trace the owners of copyright materials in this book, but in some instances this has proven impossible. The author and publisher will be glad to receive information leading to more complete acknowledgments in subsequent printings of the book and in the meantime extend their apologies for any omissions.
Page vii
Illustrations | ix | |
Preface | xi | |
Chapter 1 | Your Companys Most Powerful Weapon: The Brand Within | |
Chapter 2 | The Integrated Brand Model: The Basis for Strong Customer Relationships | |
Chapter 3 | How Integrated Branding Differs from the Alternatives | |
Chapter 4 | A Blueprint for Creating Organization Drivers | |
Chapter 5 | The Role of the Brand Principle | |
Chapter 6 | Other Core Brand Drivers: Personalities and Associations | |
Chapter 7 | How to Reveal Your Brand: Seven Steps to Integrated Branding | |
Chapter 8 | Developing a Practical Brand Structure | |
Chapter 9 | Using Integrated Branding to Expand Market Share | |
Chapter 10 | The WRQ Story: The Steps to a Successful Integrated Brand |
Page viii
Chapter 11 | How to Get and Keep All Divisions, Departments, and Employees on the Same Path | |
Chapter 12 | How to Conduct Brand Planning and Benchmarking |
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