Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Standard view
Full view
of .
Save to My Library
Look up keyword or section
Like this
6Activity

Table Of Contents

0 of .
Results for:
No results containing your search query
P. 1
Brand Vision 2 Brand Evaluation

Brand Vision 2 Brand Evaluation

Ratings: (0)|Views: 101 |Likes:
Published by misumuz
Managing brands by adopting both external and internal perspectives. Aunifying definition of a brand is proposed and the move to team-based brand management
is explored.
Reviews the brand interpretations to enable people to realize that in the same organization there may be different interpretations of a brand, resulting in sub-optimal use of branding resources.
Planning for Integrated Brands focuses, on the need for an integrated branding programme. It considers instances where inconsistencies can arise in branding programmes and reviews some models to minimize inconsistencies.
Employing the Brand-building Process goes through each block of the process for building and sustaining brands, explaining the key issues and considering their applications.
Chapter 4 focuses on the three elements of a powerful brand
vision, i.e. an envisioned future, the brand purpose and the
brand values. Ways to surface these three elements and encourage
coherence are explored.
Chapter 5 acknowledges the impact organizational culture
can have on the nature of the brand, considers how to characterize
an organization’s culture, discusses how to align staff with
the desired culture and explores the culture characteristics associated
with enhanced brand performance.
Chapter 6 discusses the importance of setting long- and
short-term objectives, and the use of catalytic mechanisms to
focus employees’ attention on achieving these.
Chapter 7 reviews the five forces in the brandsphere that
enhance or impede brand success, i.e. the corporation, distributors,
customers, competitors and the macro-environment, and
considers how to assess the favourability of these forces to
capitalize on opportunities.
Chapter 8 considers how the core nature of a brand can be
summarized through the five levels of the brand pyramid, and a
crisp statement of the brand essence. Alternative models are presented.
The integration between the brand pyramid and the
brand’s positioning and personality is discussed.
Explores some of the factors critical to ensuring the
brand promise comes true. Mechanistic then staff implementation
Managing brands by adopting both external and internal perspectives. Aunifying definition of a brand is proposed and the move to team-based brand management
is explored.
Reviews the brand interpretations to enable people to realize that in the same organization there may be different interpretations of a brand, resulting in sub-optimal use of branding resources.
Planning for Integrated Brands focuses, on the need for an integrated branding programme. It considers instances where inconsistencies can arise in branding programmes and reviews some models to minimize inconsistencies.
Employing the Brand-building Process goes through each block of the process for building and sustaining brands, explaining the key issues and considering their applications.
Chapter 4 focuses on the three elements of a powerful brand
vision, i.e. an envisioned future, the brand purpose and the
brand values. Ways to surface these three elements and encourage
coherence are explored.
Chapter 5 acknowledges the impact organizational culture
can have on the nature of the brand, considers how to characterize
an organization’s culture, discusses how to align staff with
the desired culture and explores the culture characteristics associated
with enhanced brand performance.
Chapter 6 discusses the importance of setting long- and
short-term objectives, and the use of catalytic mechanisms to
focus employees’ attention on achieving these.
Chapter 7 reviews the five forces in the brandsphere that
enhance or impede brand success, i.e. the corporation, distributors,
customers, competitors and the macro-environment, and
considers how to assess the favourability of these forces to
capitalize on opportunities.
Chapter 8 considers how the core nature of a brand can be
summarized through the five levels of the brand pyramid, and a
crisp statement of the brand essence. Alternative models are presented.
The integration between the brand pyramid and the
brand’s positioning and personality is discussed.
Explores some of the factors critical to ensuring the
brand promise comes true. Mechanistic then staff implementation

More info:

Published by: misumuz on Mar 04, 2013
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
See more
See less

06/18/2014

 
From Brand Vision to Brand Evaluation
 
This page intentionally left blank 

Activity (6)

You've already reviewed this. Edit your review.
alicebang liked this
1 thousand reads
1 hundred reads
ovidiudm liked this
bhn2you liked this
Anjum-1-4-1 liked this

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->