Brand Fusion : : Purpose-driven brand strategy / / Tom Williams, Terry Smith.

• Superior document: Title is part of eBook package: De Gruyter DG Plus DeG Package 2022 Part 1
• VerfasserIn: Smith, Terry,; Williams, Tom,
• Place / Publishing House: Berlin ;, Boston : : De Gruyter, , [2022]; ©2022
• Year of Publication: 2022
• Language: English
• Physical Description: 1 online resource (IX, 611 p.)

Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

Table of Contents

Frontmatter -- Contents -- Preface -- Section 1: Introduction to themes and conceptual frameworks -- Introduction -- 1 Overview -- Section 2: The foundations of theory and practice -- Introduction -- 2 Developing brand strategy: Roots, resources, relationships -- 3 Managing meaning: Social-dominant logic -- Section 3: The development of strategy -- Introduction -- 4 Managing the alignment of strategy: Purpose, proposition, and positioning -- 5 Managing customer-company fusion: Customer experience management -- 6 Managing strategic segmentation: Customer insights from data -- 7 Managing the customer journey: Strategic service approaches to the consumption experience -- 8 Managing the conversation: Integrated marketing communications -- 9 Managing brand equity: Tangible results from intangible assets -- Section 4: The application and purpose of practice -- Introduction -- 10 Legal & General: Inclusive capitalism – change, sustainability, and purpose -- 11 Inspired Villages: Purpose, values, & alignment -- 12 Small is beautiful: Big ambitions for SMEs -- 13 Festival of Thrift: Sustainability through brand community -- 14 Headspace: Immersive digital meditation and mindfulness -- 15 Freedome: Building franchise brand equity -- 16 University of Cumbria: Brand anchor, pledge, and persona -- 17 Dell Technologies: Person to person in B2B -- References -- Acronyms and Abbreviations -- List of Figures -- List of Tables -- Index