Misaligned values

de Chernatony, Leslie
September 2002
Brand Strategy;Sep2002, Issue 163, p31
Trade Publication
Discusses options for companies that want to improve their brand performance. Factors affecting the value of a brand; Importance of alignment between the elements of brand value; Problems posed by similarities in brand values of competing companies; Values inherent in the vision; Values of individual employees; Values inherent in the company; Values inherent in the brand.


Related Articles

  • THE Grace Deeproot COLUMN.  // Marketing Week;5/16/2002, Vol. 25 Issue 20, p24 

    Reports business developments in Great Britain as of May 2002. Highlight of the Eurovision Song Contest; Relaunching of the Marquee brand; Result of the marketing survey.

  • Millennium drives a focus on design. Evamy, Michael // Marketing (00253650);11/25/99 Supplement Top 200, p27 

    Highlights trends affecting design agencies in Great Britain. Ranking of the top 20 agencies based on financial performance in 1998; Conception and management of brand identity programs; Belief in the impending expansion and acceptance of the design profession; Increased interest in...

  • Introducing management of principles into the supply and distribution of medicines in Tunisia. Garraoui, A.; Le Feuvre, P. // Bulletin of the World Health Organization;1999, Vol. 77 Issue 6, p525 

    Proposes management principles for the supply and distribution of medicines in Tunisia. Allocation of district budgets; Analysis of consumption of medicines; Changes in doctors' prescribing practices.

  • How to bridge the cultural gap. Harvey, Trevor // Precision Marketing;4/12/2002, Vol. 14 Issue 28, p9 

    Comments on the introduction of brands and marketing disciplines to South Africa. Challenge facing direct marketers; Principle behind a brands's interaction; Recommendations.

  • Can agencies move in on brand consultants? Mutel, Glen // Precision Marketing;5/24/2002, Vol. 14 Issue 34, p11 

    Discusses the move of several marketing agencies to incorporate branding into their marketing campaigns. Assesses the prospect of such technique to become a trend; Importance of branding in marketing; Necessity of specialization in the increasingly segmentized market.

  • Foreword. Anholt, Simon // Journal of Brand Management;Apr2002, Vol. 9 Issue 4/5, p229 

    Deals with the study of branding and marketing places. Implication of place marketing for the future role of brands and marketing in general; Role of branding in promoting the nation-state; Key component of enriching the nation brand.

  • WHAT'S YOUR STORY? Keenan Jr., William // Industry Week/IW;10/16/2000, Vol. 249 Issue 17, p29 

    Explains the importance of branding message in creating a culture to provide a context for the company product. Discussion on product branding; Information on the branding context of several companies; Factors to consider in product branding.

  • Brands II.  // NZ Marketing Magazine;Apr98, Vol. 17 Issue 3, following p54 

    Reports on the creation of New Zealand brand development agency Brand Architects, which is jointly managed by Angela Spindler and Gerry Copas.

  • Perhaps the 4 Ps really should be the 4 Rs. Schultz, Don E. // Marketing News;05/24/99, Vol. 33 Issue 11, p7 

    Questions the relevance of the mnemonic device of Product, Price, Place and Promotion (4 Ps) as a method for managing the functional and marketing activities of an organization. Need for consideration of the impact and effect of the forms of product development and delivery; Absence of...

  • Can Less Opportunity Equal More Success? Meyer, Peter // Business & Economic Review;Oct-Dec2001, Vol. 48 Issue 1, p19 

    Focuses on the risks of creating and dominating markets. Factors prompting companies to face the consequences of building markets; Efforts of the Brisbane-based company, VaxGen in investing into the market for AIDS vaccines; Failure of the company to acquire the desired results.


Read the Article

Other Topics