Brand Reality editorial

Article Abstract:

Brand Reality, which has become an increasingly significant concept in marketing, involves organizing branding in a way that makes employees uniquely proud of the brand leadership of their company and strongly committed to branding this through their individual and team-based work. Companies that establish a Brand Reality culture gain consumer trust, but there is also a danger of developing an arrogant and ill-considered approach that creates organizational problems. There is a strong theoretical case for Brand Reality, but channelling productivity and organizational creativity presents significant challenges.

Marketing Management, Editorial

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From Brand Vision to Brand Evaluation

Article Abstract:

This is a review of the book From Brand Vision to Brand Evaluation which is about marketing and brand management and the proliferation of global brands.

United Kingdom, Authorship, From Brand Vision to Brand Evaluation (Book), de Chernatony, Leslie

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Benchmarking services branding practices

Article Abstract:

The impact of effective branding strategies on the organizational performance, with regard to service industries in New Zealand, is discussed.

Marketing procedures, New Zealand, Service Industries, Marketing, Services industry, Company marketing practices, Business performance management

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