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Building Brand Equity for Performance (Vol.9 No.1)

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Building Brand Equity for Performance


More than a component of organizational identity, branding is about building relationships with customers. For customers, branding is an experience—an experience we can design and manage. In this issue, our authors outline key aspects in the stewardship of brands; propose ways to measure and increase brand value; and evaluate the problems, benefits, and design priorities in partnering and multibranding. They also probe brand strategy in case studies about DIGITAL, British Airways, Credit Suisse, and other well-known products and services.




Lessons in the Management and Design of Brands
Thomas Walton

Coupling Brand and Organizational Identities Through Partnering 
Bernd Schmitt and Alex Simonson

The Power of One: Rebuilding the Digital Brand
Jean Bouchenoire

A Global Brand for a Swiss Bank
Brian Boylan

Making Symbols Make Money: Managing Brands as Strategic Assets 
Eric Almquist, Ian Turvill, and Ken Roberts

Brand Stewardship
Karl D. Speak

Making Morris Smile: Reinvigorating Packaging While Maintaining Brand Equity
Jerome C. Kathman

Buying A Brand: What You Can’t See Can Hurt You
Peter L. Phillips

A New British Airways for the New Millennium
Simon Jones

The Integrated Marketing Team: Reinventing Maxfli Golf
Cheryl L. Swanson


Multibranding: Symptom of an Unclear Branding Policy
Edwin Visser

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