Integrated Branding [Paperback]

F Joseph Lepla (Author), Lynn M Parker (Author), F. Joseph Lepla (Author), Lynn M. Parker (Author)

Book Description

Publication Date: August 21, 2002

* Branding has become a central topic in business development and management training

Editorial Reviews

Review

"Integrated branding is the means of effectively doing business in today's fiercely competitive marketplace . . . The tools to determining what customers value and what the company does best in relation to what customers want are shown clearly and comprehensively. Integrated Branding is essential reading for all business and marketing students and professionals." -- Internet Bookwatch

From the Publisher

F. Joseph LePla has worked with a broad range of companies for more than 20 years helping to develop their brands. He now runs the Parker/LePla consultancy which shows companies how to implement their Integrated Branding Model.

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Product Details

• Paperback: 299 pages
• Publisher: Kogan Page; Revised edition (August 21, 2002)
• Language: English
• ISBN-10: 0749437200
• ISBN-13: 978-0749437206
• Product Dimensions: 8.6 x 5.7 x 1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 4.2 out of 5 stars  See all reviews (5 customer reviews)
• Amazon Best Sellers Rank: #1,069,126 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

24 of 29 people found the following review helpful:

5.0 out of 5 stars Takes brand out of the company handbook and into action., November 8, 1999

By A Customer

This review is from: Integrated Branding : Becoming Brand-Driven Through Companywide Action (Hardcover)

Integrated Branding is loaded with great tips for businesses of all sizes to effectively develop and use brand tools. Parker and LePla speak with authority on what works, and what doesn't work, in creating messages that resonate with customers and employees. They take brand out of the company handbook and into the everyday actions of employees. This book gives lots of entertaining examples of how to make sure everyone in the company is using the same principles to guide the way they represent the company--through customer interactions, product development, corporate communications, and more.

5 of 5 people found the following review helpful:

5.0 out of 5 stars Learn to develop deep customer relationships with this book, January 31, 2003

By 

Robert Crowther - See all my reviews
(REAL NAME)   

This review is from: Integrated Branding (Paperback)

What is branding? A common misconception is that branding in the business world is like branding on the cattle ranch. Company A hires company B to brand them. Company B rustles up some research and then proceeds to place a brand on Company A. Nothing could be less effective, or farther from the truth. Parker and LePla do a great service in clearly and simply explaining this in their excellent book, Integrated Branding.

Integrated Branding shows that every company has a brand waiting to be revealed. What a company doesn't need is a "brand" presented to them by an ad agency. What that company needs, and what this book will teach it, is learning how to recognize and develop their existing brand and then live that brand all the time.

Integrated Branding maps out a process that merges research of what an organization's customers/audiences want/need/expect, with the strengths and assets that a company has to offer. With that process the author's show you step-by-step how to develop (and use) all of the brand tools at the core of the integrated brand - principle, mission, values, personality, story, and association

Integrated Branding also explains how to introduce the brand from top to bottom into every level of the company, and to every employee --from CEO to receptionist-so that they learn to live that brand.

Following the Integrated Branding process will help your organization to reveal what brand assets it already has, and some that it may choose to aspire to. It helps provide each employee with tools to guide them throughout every decision and communication -- from announcing company news, to hiring, to product development. If a company truly lives its brand, customers will respond with increased loyalty, a willingness to pay a price premium and shortened purchase processes; and employees will pitch in for the long haul. How many books can provide you with a method to do all that?

Integrated Branding should be the bible for anyone who is embarking on a brand program with any type of organization, big or small, corporate or non-profit. Your company - and your customers - will thank you for reading this book.

--Rob Crowther

0 of 1 people found the following review helpful:

5.0 out of 5 stars Effective branding as it should be, August 21, 2003

By 

Alden Kroll (Seattle, WA United States) - See all my reviews

This review is from: Integrated Branding : Becoming Brand-Driven Through Companywide Action (Hardcover)

Confused about what branding actually is? Not convinced of how important it is in the success of your organization? Integrated Branding provides a comprehensive view on what branding can do when properly implemented. The unique view on how branding is more than consistent marketing collateral and a fancy logo, Integrated Branding takes the branding process (and results) to a whole different level. This book discusses the process of driving your brand from every facet of the company, and more importantly, why it works.

If you are looking for the best place to start in building your company's brand equity, this is the book for you.