From Brand Vision to Brand Evaluation, Third Edition: The strategic process of growing and strengthening brands

Cover Page
......Page 1
From Brand Vision to BrandEvaluation......Page 2
Copyright
......Page 3
Dedication
......Page 4
Preface......Page 5
Part One: The changed notion of brand management......Page 8
Part Three: Employing the brand building process......Page 9
About the author......Page 11
Why the Interest in Brands?......Page 13
A Balanced Perspective on Brands......Page 16
Successful Branding Through Bridging the External Promise Internally......Page 22
Staff and Brand Building......Page 24
Multifaceted Nature of Brands......Page 25
Structuring to Manage Brands......Page 31
Conclusions......Page 33
Brand Marketing Action Checklist......Page 34
Spectrum of Brand Interpretations......Page 38
Brand as a Logo......Page 41
Brand as Legal Instrument......Page 42
Brand as Company......Page 44
Brand as Shorthand......Page 48
Brand as Risk Reducer......Page 51
Brand as Positioning......Page 52
Brand as Personality......Page 55
Brand as a Cluster of Values......Page 58
Brand as Vision......Page 60
Brand as Adding Value......Page 61
Brand as Identity......Page 62
Brand as Image......Page 65
Brand as Relationship......Page 66
Time Perspectives on Brand Interpretations......Page 68
Facilitating a Company-Wide Integrated View About the Brand......Page 73
Pulling It All Together: a Unified, Dynamic Model of ‘‘Brand’’......Page 79
Brand Marketing Action Checklist......Page 82
The Importance of Integrated Branding Programmes......Page 87
Models to Enhance Integrated Branding......Page 91
Striving for Integrated Services Brands......Page 96
Striving for Integrated Digital Brands......Page 99
Developing Integrated Brands Through Understanding Employees’ Motivations......Page 101
The Stages in Building and Sustaining Brands......Page 105
Conclusions......Page 110
Brand Marketing Action Checklists......Page 112
The Brand’s Vision......Page 117
The Power of Visioning in Place Branding......Page 126
Envisioned Future......Page 128
Brand Purpose......Page 134
Identifying a Brand’s Purpose......Page 136
Brand Values......Page 137
Identifying a Brand’s Values......Page 143
Core Versus Peripheral Values......Page 146
Aligning Brand and Staff Values......Page 147
Brand Marketing Action Checklist......Page 152
Summary......Page 161
Perspectives on Organisational Culture......Page 163
Defining and Measuring Organisational Culture......Page 169
Auditing Organisational Culture......Page 170
Appropriateness of the Organisational Culture......Page 176
One or Several Organisational Cultures?......Page 179
Striving for a Merged Unified Culture......Page 181
Strengthening a Brand Through Organisational Culture......Page 183
The Impact of Organisational Culture on Brand Performance......Page 187
Conclusions......Page 191
Brand Marketing Action Checklists......Page 192
Long- and Short-Term Brand Objectives......Page 196
Long-Term Brand Objectives......Page 200
Short-Term Brand Objectives......Page 204
Catalytic Mechanisms......Page 208
Objective of Growing Value or Values?......Page 210
Brand Marketing Action Checklists......Page 213
The Five Forces......Page 216
The Corporation......Page 218
Distributors......Page 225
Customers......Page 230
Competitors......Page 244
Summarising the Impact of the Five Forces......Page 253
Brand Marketing Action Checklist......Page 256
The Shape of the Promise......Page 259
Understanding the Brand Essence Through the Brand Pyramid......Page 261
Alternative Perspectives on Brand Essence......Page 267
One or Several Essences for a Brand?......Page 270
Models Characterising Brands......Page 273
From Brand Essence to Brand Positioning......Page 277
Enabling Staff to Appreciate the Brand Positioning......Page 282
From Brand Essence to Brand Personality......Page 283
Assessing a Brand’s Personality......Page 285
Conclusions......Page 290
Brand Marketing Action Checklist......Page 291
Structuring to Deliver the Brand with Its Unique Mix of Resources......Page 294
Internal Considerations About the Value Chain......Page 296
Mechanistic Internal Implementation Considerations......Page 298
Mechanistic Implementation for Services Brand......Page 304
Humanistic Internal Implementation Considerations......Page 311
Importance of Values in Internal Implementation Considerations......Page 313
The Issue of Empowerment as an Internal Implementation Consideration......Page 318
Relationships As an Internal Implementation Issue......Page 323
Enabling Staff to Build Stronger Relationships Supported by Technology......Page 330
The Atomic Model of the Brand......Page 332
Distinctive Name and Sign of Ownership......Page 333
Functional Capabilities......Page 335
Risk Reducer Component......Page 339
Legal Protection Component......Page 340
Shorthand Notation Component......Page 341
The Integrated Brand......Page 342
Conclusions......Page 343
Brand Marketing Action Checklist......Page 344
Multi-dimensional Evaluation......Page 349
Brand Vision......Page 353
Organisational Culture......Page 354
Brand Essence......Page 355
Implementation and Brand Resourcing......Page 356
Summarising the Brand’s Health......Page 357
Conclusion......Page 358
Brand Marketing Action Checklist......Page 359
References......Page 360
Index......Page 370