| Author: | Ackerman, L. D. |
| Title: | Identity strategies that make a difference. |
| Journal: | Journal of Business Strategy
1988 : MAY-JUN, VOL. 9:3, p. 28-32 |
| Index terms: | CORPORATE IMAGE STRATEGY POSITIONING |
| Language: | eng |
| Abstract: | The five basic steps in building up an identity strategy are presented: conduct a value analysis; formulate a positioning strategy; develop a corporate identification system; devise an audience management program; implement and monitor the identity management program. It is very important to measure the success of an identity management program. The marketing effectiveness and productivity, the organization performance and the long-term audience support have to be measured with quantitative methods. It is stated that differentiation is often at heart of a successful strategy. Sustaining differentiation over time presents a particularly elusive challenge. |
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