Managing Brand Performance: Aligning Positioning, Execution and Experience

To deliver a strong brand experience for customers the organization needs to develop strong internal alignment with the brand among internal stakeholders and resources, and strong external alignment with external stakeholders, partners, customers and consumers. We call this the alignment of brand vi...

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Main Authors:	SRIVASTAVA, Rajendra K., Thomas, Gregory M.
Format:	text
Language:	English
Published:	Institutional Knowledge at Singapore Management University 2010
Subjects:	market strategy branding Business Marketing
Online Access:	https://ink.library.smu.edu.sg/lkcsb_research/3523 https://doi.org/10.1057/bm.2010.11
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Institution:	Singapore Management University
Language:	English

id	sg-smu-ink.lkcsb_research-4522
record_format	dspace
spelling	sg-smu-ink.lkcsb_research-45222013-07-19T02:19:19Z Managing Brand Performance: Aligning Positioning, Execution and Experience SRIVASTAVA, Rajendra K. Thomas, Gregory M. To deliver a strong brand experience for customers the organization needs to develop strong internal alignment with the brand among internal stakeholders and resources, and strong external alignment with external stakeholders, partners, customers and consumers. We call this the alignment of brand visionaries, brand providers and brand believers. 2010-06-01T07:00:00Z text https://ink.library.smu.edu.sg/lkcsb_research/3523 info:doi/10.1057/bm.2010.11 https://doi.org/10.1057/bm.2010.11 Research Collection Lee Kong Chian School Of Business eng Institutional Knowledge at Singapore Management University market strategy branding Business Marketing
institution	Singapore Management University
building	SMU Libraries
continent	Asia
country	Singapore Singapore
content_provider	SMU Libraries
collection	InK@SMU
language	English
topic	market strategy branding Business Marketing
spellingShingle	market strategy branding Business Marketing SRIVASTAVA, Rajendra K. Thomas, Gregory M. Managing Brand Performance: Aligning Positioning, Execution and Experience
description	To deliver a strong brand experience for customers the organization needs to develop strong internal alignment with the brand among internal stakeholders and resources, and strong external alignment with external stakeholders, partners, customers and consumers. We call this the alignment of brand visionaries, brand providers and brand believers.
format	text
author	SRIVASTAVA, Rajendra K. Thomas, Gregory M.
author_facet	SRIVASTAVA, Rajendra K. Thomas, Gregory M.
author_sort	SRIVASTAVA, Rajendra K.
title	Managing Brand Performance: Aligning Positioning, Execution and Experience
title_short	Managing Brand Performance: Aligning Positioning, Execution and Experience
title_full	Managing Brand Performance: Aligning Positioning, Execution and Experience
title_fullStr	Managing Brand Performance: Aligning Positioning, Execution and Experience
title_full_unstemmed	Managing Brand Performance: Aligning Positioning, Execution and Experience
title_sort	managing brand performance: aligning positioning, execution and experience
publisher	Institutional Knowledge at Singapore Management University
publishDate	2010
url	https://ink.library.smu.edu.sg/lkcsb_research/3523 https://doi.org/10.1057/bm.2010.11
_version_	1770571592873541632

Managing Brand Performance: Aligning Positioning, Execution and Experience

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