Managing Brand Performance: Aligning Positioning, Execution and Experience
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.
market strategy, branding
Business | Marketing
Journal of Brand Management
Srivastava, Rajendar K. and Gregory M. Thomas. 2010. Managing Brand Performance: Aligning Positioning, Execution and Experience. Journal of Brand Management 17(7): 465-471. doi:http://dx.doi.org/10.1057/bm.2010.11