Abstract
The brand is the primary driver of people’s interest in and loyalty to an organization and its offerings. It is what the audiences, artists, staff, board, and entire community think of the organization. It is the company’s reputation, the perceived quality of the works presented, the promise of its products, the value it brings to the participants, and the sum of every experience one has with the organization.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Notes
Howard Schultz, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, (New York: Hyperion, 1999), 248.
Philip Kotier, Marketing 3.0: Prom Products to Customers to the Human Spirit (New Jersey: John Wiley & Sons, 2010), 37.
Scott Bedbury, A New Brand World: 8 Principles for Achieving Brand Leadership in the 21st Century (New York: Viking, 2002), 105. Emphasis in theo riginal.
Philip Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets (New York: Free Press, 1999), 55.
Gerri Morris, “It’s a Vision Thing” (Manchester, UK: Morris Hargreaves McIntyre Consultancy and Research, 2004), http://www.lateralthinkers.com.
David Ogilvy, 1955 speech to AAAA, quoted by K. Roman, “David Ogilvy: The Most Famous Advertising Man in the World. A Speech at the University Club—New York,” 2004, http://www.gandalf.it/m/ogilvy2.htm.
William Rudman, “Essentials of Effective Public Relations,” in Market the Arts! ed. Joseph Melillo (New York: FEDAPT, 1983), 163.
Daniel Boorstin, The Image (New York: Vintage Books, 1992), 187.
Robert Jackal, “The Magic Lantern,” in Moral Mazes: The World of Corporate Managers (New York: Oxford University Press, 1988), 172–173.
Charles Conrad, “Analyzing Organizational Situations: Introduction,” in Strategic Organizational Communication (New York: Holt, Reinhart & Winston, 1985), 202.
Stuart Isacoff, “Evgeny Kissin,” in Musical America Directory (New York: K-III Directory Corp., 1995).
Copyright information
© 2014 Joanne Scheff Bernstein
About this chapter
Cite this chapter
Bernstein, J.S. (2014). Identifying and Capitalizing on Brand Identity. In: Standing Room Only. Palgrave Macmillan, New York. https://doi.org/10.1007/978-1-137-37569-8_12
Download citation
DOI: https://doi.org/10.1007/978-1-137-37569-8_12
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-1-137-28293-4
Online ISBN: 978-1-137-37569-8
eBook Packages: Palgrave Business & Management CollectionBusiness and Management (R0)