To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not just a communications strategy. Companies must demonstrate to themselves and their customers that its brands are what the company is. The Brand and the company are inseparable, and that realization must pervade the entire organization, from new product development to human resource management. Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on the right answers to two mutually reinforcing questions: What do customers value and what does the company do best in relation to what the customers want? The tools to accomplish these goals are called drivers. LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Not just for marketing directors, strategy planners and executive policy makers will also find this to be an essential resource in their quest to increase market leadership and to enhance the bottom line.
Through their integrated brand model, LePla and Parker discuss both organization drivers and brand drivers. They see the process as a research-driven one that gets everyone in the organization contributing to the effectiveness of its brands. With brand tools accepted throughout the company, people can determine more easily and accurately whether their decisions and actions will actually further the brand. The authors show how different companies apply their model in different ways. LePla and Parker also include discussions of how to determine brand structure, how an integrated brand applies to marketing communications, and how integrated brands can help companies when they go public.

F. JOSEPH LEPLA has worked with a broad range of companies for 20 years to help develop and manage their brands./e Prior to co-founding Parker LePla, he was a corporate vice president of public relations, president of a full service marketing agency, and vice president of corporate relations for a national financial services company.
LYNN M. PARKER has more than 15 years' experience in technology marketing and brand development, and was one of the earliest practitioners of high tech public relations and product positioning./e Prior to co-founding Parker LePla, she was a creative strategies director and a public relations senior writer. She has also worked as a journalist at three West Coast newspapers.

Preface
Your Company's Most Powerful Weapon: The Brand Within
The Integrated Brand Model: The Basis for Strong Customer Relationships
How Integrated Branding Differs from the Alternatives
A Blueprint for Creating Organizational Drivers
The Role of the Brand Principle
Other Core Brand Drivers: Personalities and Associations
How to Reveal Your Brand: Seven Steps to Integrated Branding
Developing a Practical Brand Structure
Using Integrated Branding to Expand Market Share
The WRQ Story: The Steps to a Successful Integrated Brand
How to Get and Keep All Divisions, Departments, and Employees on the Same Path
How to Conduct Brand Planning and Benchmarking
How to Create Brand-Driven Marketing
Using Marketing Communications to Drive Brand
The Digital Age: A Brand's Best Friend...or Worst Enemy?
Using Brand to Clear the Path to an IPO and Beyond
Integrated Branding for Technology Companies
Comparing Well-Known Brand Models to Integrated Branding
Appendix: Conducting Organization and Brand Driver Interviews
Selected Bibliography
Further Readings
Index