Interbrand Insights, Aligning Your Organization And Your Brand For Performance
- Topics:
- Brand Management
- Tags:
- Brand,
- Branding,
- Interbrand,
- Marketing,
- Performance
- Source:
- Interbrand
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Overview: As business and consumer markets become more competitive, and customers become more demanding, companies must work harder to secure the fundamental relationships that fuel their business growth. Building distinctive relationships with customers is what branding is about, whatever the market, whoever the client. Comprehending the article will inform you that 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. In other words, employees must 'live' the brand values in their day to day interactions. And, 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: 63KB | Date: Mar 2001 | Pages: 4
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