Competing on value Book

Where brands have traditionally been associated with individual product lines, the authors assert that the concept of the brand needs to both reflect and be carried by the whole organization. Competing on Value offers a new methodology, UOVP (Unique Organization Value Proposition TM), for developing and marketing how an organization generates customer value. It creates an architecture that aligns the organization's brand with its core value adding processes. This new form of brand consists of the organization's reputation, performance and network of relationships. The book show the need for a new marketing strategy methodology, develops the UOVP methodology in detail and provides many of the basic tools by which it will be implemented.