The Marketing Book 5th Edition

Identify

brand’s values

Define relationships to

reinforce these values

Evaluate customers’ views

about the relationship

Refine the

relationship strategy

Enable staff to enact

the desired relationship

Monitor customers’

reactions to the relationship

Brand

vision

Organizational

culture

Brand

objectives

Audit

brandsphere

Brand

essence

Internal

implementation

Brand

resourcing

Brand

evaluation

Brand building 383

relationship strategy, there is a greater like-
lihood of brand success. This process is depic-
ted in Figure 15.7, where a continual process
of feedback is used to refine and better
develop the brand relationship.

Surface diversity

From the material reviewed in this chapter, it is
apparent that there are different interpretations
of ‘a brand’ and if a firm is to ensure its brand
thrives, it must encourage members of the
brand’s team to clarify their assumptions about
the nature of their brand. By taking time to
surface the taken-for-granted assumptions
amongst the brand’s team about the nature of
their brand, they will be able to appreciate
amongst which team members there are con-
flicting views and then can spend time enabling
a consensus to be reached about the nature of
the brand. Undertaking this work should con-
tribute to a more coherent branding approach.

A model for strategically building brands

As brand management is a company-wide

activity, there may be a lack of integration

between different departments. An integrated

brand necessitates detailed co-ordination. This

can be aided by a planned approach, enabling

staff to appreciate the brand objectives and the

role they need to play in supporting the brand.

Figure 15.8 shows one approach to planning for

brand success.

The model is based on an iterative proc-

ess that forces managers continually to recon-

sider whether their brand assumptions were

appropriate. It is founded on the belief that

brand planning should emanate from a multi-

disciplinary senior management team. As the

Figure 15.7 The interactive process to develop a
relationship which reinforces the brand’s values

Figure 15.8 The process of building and

sustaining brands