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.

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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.

Affiliation: Indian School of Business
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ISB Creators
ORCiD
Srivastava, R K
https://orcid.org/0000-0002-5236-2375
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Singapore Management University.
Uncontrolled Keywords: market strategy, branding
Subjects: Marketing
Depositing User: Veeramani R
Date Deposited: 06 May 2019 16:00
Last Modified: 06 May 2019 16:00
URI: http://eprints.exchange.isb.edu/id/eprint/920
Publisher URL: https://doi.org/10.1057/bm.2010.11
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/1350-231X/
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