Brand fusion: purpose-driven brand strategy

By:

Smith, Terry

Contributor(s):

Williams, Tom

Material type: Text

TextPublication details: Walter de Gruyter GmbH, Berlin 2022Description: x, 611 pISBN:

9783110718348

Subject(s):

DDC classification:

658.827 SMI

Summary: 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)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.827 SMI (Browse shelf(Opens below))	1	Available		006828

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Previous								Next
Previous	658.827 SAH Brands and the brain: how to use neuroscience to create impactful brands	658.827 SAR Strategic brand management for B2B markets: a road map for organizational transformation	658.827 SCH Brand elevation:	658.827 SMI Brand fusion: purpose-driven brand strategy	658.827 SRI The future of branding	658.827 STR UnBranding: 100 branding lessons for the age of disruption	658.827 TOM Digital storytelling for brands	Next

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)

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