Identifying and Capitalizing on Brand Identity
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.
Unable to display preview. Download preview PDF.
- 2.Howard Schultz, Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, (New York: Hyperion, 1999), 248.Google Scholar
- 3.Philip Kotier, Marketing 3.0: Prom Products to Customers to the Human Spirit (New Jersey: John Wiley & Sons, 2010), 37.Google Scholar
- 6.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.Google Scholar
- 12.Philip Kotler, Kotler on Marketing: How to Create, Win, and Dominate Markets (New York: Free Press, 1999), 55.Google Scholar
- 16.William Rudman, “Essentials of Effective Public Relations,” in Market the Arts! ed. Joseph Melillo (New York: FEDAPT, 1983), 163.Google Scholar
- 17.Daniel Boorstin, The Image (New York: Vintage Books, 1992), 187.Google Scholar
- 18.Robert Jackal, “The Magic Lantern,” in Moral Mazes: The World of Corporate Managers (New York: Oxford University Press, 1988), 172–173.Google Scholar
- 19.Charles Conrad, “Analyzing Organizational Situations: Introduction,” in Strategic Organizational Communication (New York: Holt, Reinhart & Winston, 1985), 202.Google Scholar
- 23.Stuart Isacoff, “Evgeny Kissin,” in Musical America Directory (New York: K-III Directory Corp., 1995).Google Scholar