Comprehensive brand presentation: ensuring consistent brand image
Abstract
Introduces the concept of comprehensive brand presentation (CBP), a formalized approach to align manufacturing and communications functions in the business firm. The linchpins of CBP are total quality management (TQM) principles and integrated marketing communications. The CBP enhances success through synergistic execution of the manufacturing and marketing processes via increased focus on measuring customer response to both manufactured product and promotional efforts supporting that product. CBP defines the TQM principle of “out of control” as the variance between actual brand image and customer specifications as rated by the target customers. CBP’s operational objective is to minimize that variance and, thereby, maximize the expected probability of product acceptance and subsequent target market brand loyalty.
Keywords
Citation
Haynes, A., Lackman, C. and Guskey, A. (1999), "Comprehensive brand presentation: ensuring consistent brand image", Journal of Product & Brand Management, Vol. 8 No. 4, pp. 286-300. https://doi.org/10.1108/10610429910284229
Publisher
:MCB UP Ltd
Copyright © 1999, MCB UP Limited