Brand Management: Co-creating Meaningful Brands
Second Edition
Chapter 6: Brand Consistency
How to build a brand story: Examples of storytelling in retail
Brand storytelling: Explanation of concept
Brand Consistency: Explanation of concept
Customer journey: Overview of the customer journey tool
Internal branding: Explanation of concept
Integrated marketing communications: Overview of what IMC means
Experiential marketing: Explanation of concept
Experiential marketing: Explanation of concept
Yamaha Make Waves: For use in the Yamaha case