Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships

by Tom Duncan and Sandra Moriarty

New York: McGraw-Hill, 1997

About this book:

No longer can a company just make a product, price it, place it, promote it and expect to survive unless it has a cure for cancer. As products, pricing and distribution increasingly become commodities, the new competitive arena is brand value.

Technology has enabled us to move from a one-way to a two-way interactive marketing relationship environment. How companies manage their two-way interactivity (read: brand relationships) is becoming more important than products themselves. This means brand value will be determined by how well companies not only create, but retain and grow their brand relationships.

This book presents an integrated marketing (IM) business model for developing brand value for both companies and their customers and other stakeholders. IM is basically about how to reengineer the intangible side of business-the management of brand value and brand equity, which in many companies has a market value greater than the physical assets. IM is base don the fact that everything a company does, and sometimes what it doesn't do, sends a message. It recognizes the fact that increasingly everyone in the organization has the potential to "touch" the customer.

As companies have gotten bigger and more departmentalized and their marketing communication agencies have gotten more specialized and more expert in what they do, customers and other stakeholders have increasingly received mixed messages about brands and companies and felt increasingly disenfranchised. Companies and agencies have thought they could end all these mixed messages by merely making sure their marketing communications had "one voice, one look." Unfortunately, building long-term profitable brand relationships requires much more.

Driving Brand Value reviews both the concept and processes of integrated marketing and explains how they can be applied to better create profitable brand relationships.


Part 1: Overview of Integrated Marketing

1. Managing the Intangible Side of Business

2. Overcoming Barriers to Integrated Marketing

Part 2: Implementing Integrated Marketing

3. Focus on Brand Relationships

4. Manage Stakeholder Impact and Overlap

Part 3: IM Processes

5. Develop Strategic Consistency

6. Make Interactivity Purposeful

7. Market the Mission

8. Use Zero-Based Planning Strategy

Part 4: IM Infrastructure

9. Use Cross-Functional Planning and Monitoring

10. Create Core Competencies

11. Make Integrated Marketing Data-Driven

12. Create a Partnership with an Integrated Communication Agency

Part 5: IM Evaluation and Audit

13. Evaluate Using Relationship Metrics and the IM Audit

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