Brand Transformation ― Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy

To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm’s branding performance, without disrupting and derailing day-to-day business. It shows how to make practical, "best-fit" branding changes and implement focussed branding activity to deliver a firm’s commercial objectives.

Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding, by implementing improvements to six critical components of branding performance. The book not only presents new and different insights, it importantly contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm’s branding. The text includes a set of six widely occurring firm "typologies" and practical immediate activity on which to base a firm’s brand transformation plan.

This text is essential reading for final year marketing undergraduates and postgraduate students of marketing, practising marketers and general managers

Dr Keith Glanfield is Lecturer in Strategic Brand Management and Identity at Aston University, UK. Dr Glanfield researches the transformation and optimisation of an organisation’s brands to improve organisational performance, sustainability and stakeholder satisfaction. Researching in partnership with organisations such as John Lewis, Waitrose and Harris Interactive Keith’s research is focussed on developing and enhancing marketing practice. His work is published in academic journals and widely presented at academic conferences.