CHAPTER 4
Branding in the World We Live in
Chapter Overview
This chapter examines some of the forces uniquely impacting today on brand planning and on the design and operation of a modern branding strategy and delivery system. It takes a closer look at the essential nature of branding and brand experience and considers in more depth the implications these insights have on brand leadership in the world we live in. To heighten the discussion, the mission and vision statements of a selection of benchmark global brands are presented along with commentary on the role, types, and importance of brand and organizational value choices. Using destination branding as a case in point, the power of brand image at the global level is discussed and the role ...
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