What makes a brand strong though is the close alignment between internal brand identity and external brand image, what we call brand Integrity.

FORBES: Branding for Nonprofits: New Research, New Insights

In my experience, such internal and external brand alignment is a rare and precious find.

FORBES: Good Design Is Good Business. Just Ask Morningstar.

"It's simply a very nice piece of short-term brand alignment that will be mutually beneficial to both parties, " sports business expert Simon Chadwick told CNN.

CNN: David Beckham to donate PSG wages to children's charity

You should be in alignment with your brand rep on all of this before you submit the application and hand over the thirty-odd-thousand dollar application fee to the franchise organization.

FORBES: What Does It Take To Start A Hotel?

To be a long-term asset, partnership marketing must be in alignment with what each partner brand stands for.

FORBES: Both Trees and a Branding Opportunity Laid to Waste In 'The Lorax'

Alexa Knight, of the research and strategy firm The Sound says: The return is reinforcement of brand values or product attributes through alignment with an event that truly mirrors those values or attributes.

FORBES: Love It? Hate It? Beyonc�� Does H&M