Aligning Your Organization And Your Brand For Performance
- Topics:
- Brand Management,
- Brand Strategy
- Tags:
- Brand,
- Branding,
- Marketing,
- Performance
- Source:
- Interbrand
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Overview: Aligning the organization, operations and culture around the brand values brings the promise to life. A corporate brand stands for the relationship that an organization has with its employees, as much as it represents the relationship that it has with its customers through its product and service offering. For a brand to come to life with customers, the organization must be internally aligned to deliver the brand promise through the organization's culture, reward systems, key success activities and structure. The management must demonstrate their commitment to these values through behavior as well as corporate communications, demonstrating sincerity-not just rhetoric.
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Format: PDF | Size: 478KB | Date: Mar 2001 | Pages: 5
