This text focuses on conceptualizing brand identity as an integral part of the whole vision, value and corporate identity of the company or organization reflected in the organizational structure, strategy and culture. It also provides practical tools to help implement this holistic approach.

PART I: INCLUSIVE BRANDING: ROOTS AND REASONS From Cattle to Coke Brand or Corporate Identity? The Best of Both Worlds Brand Environment: The World Lessons from Real Life Research Meets Experience The Case for a New Approach PART II: VISION INTO REALITY: THE HOLISTIC APPROACH The Holistic Brand Model The Six Dimensions Holistic Brand Management Balancing the Dimensions A Decade of Success PART III: PRESSING ISSUES, HOLISTIC SOLUTIONS The Challenge of the Global Brand The Big Issue: Cost Transparency The Brand-Led Company Online or Off? Managing Change The Vision Thing Brand Value PART IV: THE CASE HISTORIES Mercedes-Benz Orange BUPA Manchester United Virgin CMS Miele Dunlop Sport