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.

• PrefaceYour Company's Most Powerful Weapon: The Brand WithinThe Integrated Brand Model: The Basis for Strong Customer RelationshipsHow Integrated Branding Differs from the AlternativesA Blueprint for Creating Organizational DriversThe Role of the Brand PrincipleOther Core Brand Drivers: Personalities and AssociationsHow to Reveal Your Brand: Seven Steps to Integrated BrandingDeveloping a Practical Brand StructureUsing Integrated Branding to Expand Market ShareThe WRQ Story: The Steps to a Successful Integrated BrandHow to Get and Keep All Divisions, Departments, and Employees on the Same PathHow to Conduct Brand Planning and BenchmarkingHow to Create Brand-Driven MarketingUsing Marketing Communications to Drive BrandThe Digital Age: A Brand's Best Friend…or Worst Enemy?Using Brand to Clear the Path to an IPO and BeyondIntegrated Branding for Technology CompaniesComparing Well-Known Brand Models to Integrated BrandingAppendix: Conducting Organization and Brand Driver InterviewsSelected BibliographyFurther ReadingsIndex

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.

• PrefaceYour Company's Most Powerful Weapon: The Brand WithinThe Integrated Brand Model: The Basis for Strong Customer RelationshipsHow Integrated Branding Differs from the AlternativesA Blueprint for Creating Organizational DriversThe Role of the Brand PrincipleOther Core Brand Drivers: Personalities and AssociationsHow to Reveal Your Brand: Seven Steps to Integrated BrandingDeveloping a Practical Brand StructureUsing Integrated Branding to Expand Market ShareThe WRQ Story: The Steps to a Successful Integrated BrandHow to Get and Keep All Divisions, Departments, and Employees on the Same PathHow to Conduct Brand Planning and BenchmarkingHow to Create Brand-Driven MarketingUsing Marketing Communications to Drive BrandThe Digital Age: A Brand's Best Friend…or Worst Enemy?Using Brand to Clear the Path to an IPO and BeyondIntegrated Branding for Technology CompaniesComparing Well-Known Brand Models to Integrated BrandingAppendix: Conducting Organization and Brand Driver InterviewsSelected BibliographyFurther ReadingsIndex

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.

• PrefaceYour Company's Most Powerful Weapon: The Brand WithinThe Integrated Brand Model: The Basis for Strong Customer RelationshipsHow Integrated Branding Differs from the AlternativesA Blueprint for Creating Organizational DriversThe Role of the Brand PrincipleOther Core Brand Drivers: Personalities and AssociationsHow to Reveal Your Brand: Seven Steps to Integrated BrandingDeveloping a Practical Brand StructureUsing Integrated Branding to Expand Market ShareThe WRQ Story: The Steps to a Successful Integrated BrandHow to Get and Keep All Divisions, Departments, and Employees on the Same PathHow to Conduct Brand Planning and BenchmarkingHow to Create Brand-Driven MarketingUsing Marketing Communications to Drive BrandThe Digital Age: A Brand's Best Friend…or Worst Enemy?Using Brand to Clear the Path to an IPO and BeyondIntegrated Branding for Technology CompaniesComparing Well-Known Brand Models to Integrated BrandingAppendix: Conducting Organization and Brand Driver InterviewsSelected BibliographyFurther ReadingsIndex