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Investing in Branding and Measuring Success
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advertising American Express APQC APQC’s assets associations attributes audiences benchmarking beneﬁts Best-practice Processes brand architecture brand building brand champion brand communication brand equity brand identity brand inventory brand investment brand managers brand performance brand promise brand strategy brand structure brand value branding activities Burger King business strategy business units business-to-business Caterpillar Inc Cisco Cisco Systems cobranding relationships Competitive Intelligence competitors components consistent consumers corporate brand create customer perceptions deﬁned diﬀerent diﬀerentiating diﬃcult eﬀectively employees establish ﬁeld ﬁnancial ﬁrst ﬂexible focus GE’s Guide guidebook guidelines identity elements important inﬂuence ingredient branding integrated internal Journey to Best-practice Knowledge Management Landmark levels leverage linked logo Lucent Lucent Technologies marketing communication marketplace Mercedes-Benz oﬀering organization organization’s brand organizational overall perceived quality portray powerful brand practices products and services programs reﬂect Rockwell Rockwell Automation senior management Six Sigma speciﬁc staﬀ stakeholders strong brand tag line