TY  - BOOK
AU  - Smith, Terry
AU  - Williams, Tom
TI  - Brand fusion: purpose-driven brand strategy
SN  - 9783110718348
U1  - 658.827 
PY  - 2022///
CY  - Berlin
PB  - Walter de Gruyter GmbH
KW  - branding
KW  - Branding--Marketing
KW  - Product management
N1  - Table of content:
Preface

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Section 1: Introduction to themes and conceptual frameworks
Introduction

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1 Overview

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Section 2: The foundations of theory and practice
Introduction

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2 Developing brand strategy: Roots, resources, relationships

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3 Managing meaning: Social-dominant logic

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Section 3: The development of strategy
Introduction

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4 Managing the alignment of strategy: Purpose, proposition, and positioning

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5 Managing customer-company fusion: Customer experience management

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6 Managing strategic segmentation: Customer insights from data

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7 Managing the customer journey: Strategic service approaches to the consumption experience

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8 Managing the conversation: Integrated marketing communications

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9 Managing brand equity: Tangible results from intangible assets

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Section 4: The application and purpose of practice
Introduction

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10 Legal & General: Inclusive capitalism – change, sustainability, and purpose

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11 Inspired Villages: Purpose, values, & alignment

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12 Small is beautiful: Big ambitions for SMEs

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13 Festival of Thrift: Sustainability through brand community

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14 Headspace: Immersive digital meditation and mindfulness

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15 Freedome: Building franchise brand equity

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16 University of Cumbria: Brand anchor, pledge, and persona

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17 Dell Technologies: Person to person in B2B

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References

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Acronyms and Abbreviations

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List of Figures

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List of Tables

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Index

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[https://www.degruyter.com/document/doi/10.1515/9783110718638/html#contents]
N2  - 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)
ER  -