Managing Brand Performance: Aligning Positioning, Execution and Experience

Author

Rajendra K. SRIVASTAVA, Singapore Management UniversityFollow
Gregory M. Thomas

Publication Type

Journal Article

Publication Date

6-2010

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.

Keywords

market strategy, branding

Discipline

Business | Marketing

Research Areas

Marketing

Publication

Journal of Brand Management

Volume

17

Issue

7

First Page

465

Last Page

471

ISSN

1350-231X

Identifier

10.1057/bm.2010.11

Publisher

Palgrave Macmillan

Citation

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