Managing brand performance: Aligning positioning, execution and experience

Srivastava, R K and Thomas, G M (2010) Managing brand performance: Aligning positioning, execution and experience. Journal of Brand Management, 17 (7). pp. 465-471. ISSN 1479-1803

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Abstract

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.

Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Subjects: Marketing
Date Deposited: 06 May 2019 16:00
Last Modified: 09 Jul 2023 10:05
URI: https://eprints.exchange.isb.edu/id/eprint/920

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