To read this content please select one of the options below:

Comprehensive brand presentation: ensuring consistent brand image

Andy Haynes (Vice President, One‐2‐One Marketing, Inc., Upper St Clair, Pennsylvania, USA)
Conway Lackman (Associate Professor of Marketing, School of Business, Duquesne University, Pittsburgh, Pennsylvania, USA)
Audrey Guskey (Associate Professor of Marketing, School of Business, Duquesne University, Pittsburgh, Pennsylvania, USA)

Journal of Product & Brand Management

ISSN: 1061-0421

Article publication date: 1 August 1999

6709

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

Related articles