Brand fusion: purpose-driven brand strategy
Smith, Terry
Brand fusion: purpose-driven brand strategy - Berlin Walter de Gruyter GmbH, 2022 - x, 611 p.
Table of content:
Preface
Unlicensed 1
Section 1: Introduction to themes and conceptual frameworks
Introduction
Unlicensed 11
1 Overview
Unlicensed 15
Section 2: The foundations of theory and practice
Introduction
Unlicensed 35
2 Developing brand strategy: Roots, resources, relationships
Unlicensed 39
3 Managing meaning: Social-dominant logic
Unlicensed 87
Section 3: The development of strategy
Introduction
Unlicensed 131
4 Managing the alignment of strategy: Purpose, proposition, and positioning
Unlicensed 135
5 Managing customer-company fusion: Customer experience management
Unlicensed 181
6 Managing strategic segmentation: Customer insights from data
Unlicensed 219
7 Managing the customer journey: Strategic service approaches to the consumption experience
Unlicensed 247
8 Managing the conversation: Integrated marketing communications
Unlicensed 287
9 Managing brand equity: Tangible results from intangible assets
Unlicensed 323
Section 4: The application and purpose of practice
Introduction
Unlicensed 385
10 Legal & General: Inclusive capitalism – change, sustainability, and purpose
Unlicensed 389
11 Inspired Villages: Purpose, values, & alignment
Unlicensed 407
12 Small is beautiful: Big ambitions for SMEs
Unlicensed 433
13 Festival of Thrift: Sustainability through brand community
Unlicensed 453
14 Headspace: Immersive digital meditation and mindfulness
Unlicensed 465
15 Freedome: Building franchise brand equity
Unlicensed 475
16 University of Cumbria: Brand anchor, pledge, and persona
Unlicensed 489
17 Dell Technologies: Person to person in B2B
Unlicensed 503
References
Unlicensed 517
Acronyms and Abbreviations
Unlicensed 555
List of Figures
Unlicensed 559
List of Tables
Unlicensed 561
Index
Unlicensed
[https://www.degruyter.com/document/doi/10.1515/9783110718638/html#contents]
Finalist in the Business: Marketing & Advertising category of the Best Book Awards 2023 awarded by American Book Fest
Finalist in the Marketing - Branding category of the Goody Business Book Awards 2023
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.
It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Provides a customer-driven methodology with academically underpinned commercial research applied to live market dynamics.
Addresses the theory/practice gap in strategic brand management.
Includes 8 full length chapter case studies plus mini cases.
(https://www.degruyter.com/document/doi/10.1515/9783110718638/html#overview)
9783110718348
branding
Branding--Marketing
Product management
658.827 / SMI
Brand fusion: purpose-driven brand strategy - Berlin Walter de Gruyter GmbH, 2022 - x, 611 p.
Table of content:
Preface
Unlicensed 1
Section 1: Introduction to themes and conceptual frameworks
Introduction
Unlicensed 11
1 Overview
Unlicensed 15
Section 2: The foundations of theory and practice
Introduction
Unlicensed 35
2 Developing brand strategy: Roots, resources, relationships
Unlicensed 39
3 Managing meaning: Social-dominant logic
Unlicensed 87
Section 3: The development of strategy
Introduction
Unlicensed 131
4 Managing the alignment of strategy: Purpose, proposition, and positioning
Unlicensed 135
5 Managing customer-company fusion: Customer experience management
Unlicensed 181
6 Managing strategic segmentation: Customer insights from data
Unlicensed 219
7 Managing the customer journey: Strategic service approaches to the consumption experience
Unlicensed 247
8 Managing the conversation: Integrated marketing communications
Unlicensed 287
9 Managing brand equity: Tangible results from intangible assets
Unlicensed 323
Section 4: The application and purpose of practice
Introduction
Unlicensed 385
10 Legal & General: Inclusive capitalism – change, sustainability, and purpose
Unlicensed 389
11 Inspired Villages: Purpose, values, & alignment
Unlicensed 407
12 Small is beautiful: Big ambitions for SMEs
Unlicensed 433
13 Festival of Thrift: Sustainability through brand community
Unlicensed 453
14 Headspace: Immersive digital meditation and mindfulness
Unlicensed 465
15 Freedome: Building franchise brand equity
Unlicensed 475
16 University of Cumbria: Brand anchor, pledge, and persona
Unlicensed 489
17 Dell Technologies: Person to person in B2B
Unlicensed 503
References
Unlicensed 517
Acronyms and Abbreviations
Unlicensed 555
List of Figures
Unlicensed 559
List of Tables
Unlicensed 561
Index
Unlicensed
[https://www.degruyter.com/document/doi/10.1515/9783110718638/html#contents]
Finalist in the Business: Marketing & Advertising category of the Best Book Awards 2023 awarded by American Book Fest
Finalist in the Marketing - Branding category of the Goody Business Book Awards 2023
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.
It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Provides a customer-driven methodology with academically underpinned commercial research applied to live market dynamics.
Addresses the theory/practice gap in strategic brand management.
Includes 8 full length chapter case studies plus mini cases.
(https://www.degruyter.com/document/doi/10.1515/9783110718638/html#overview)
9783110718348
branding
Branding--Marketing
Product management
658.827 / SMI