ABSTRACT
The aim of this chapter is to make readers aware of the need for an integrated branding programme. It opens by drawing attention to the way that the myriad of brand communicators may be emitting inconsistent messages. Models are presented to evaluate where inconsistencies are arising in branding programmes, and guidance is provided about securing a more integrated approach to services branding. Customers are often attracted to brands’ websites through traditional sources, and the need for consistency between off-line and on-line sources is clarified. A model to enhance the coherence of the on-line brand experience is explored.
