| Description |
1 online resource (xxi, 358 pages) : illustrations |
| Physical Medium |
polychrome. rdacc http://rdaregistry.info/termList/RDAColourContent/1003 |
| Description |
text file rdaft http://rdaregistry.info/termList/fileType/1002 |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
Market forces -- Emerging strategies to address market forces -- Brand framework for building connective brands -- Practical applications : brand engagement -- Practical applications -- stakeholder engagement -- Practical applications -- the process of alignment -- Epilogue -- the law of the seventh generation. |
| Summary |
This book bridges the gap between strengthening the 'employee brand' and the building 'external brand image' by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account - either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the 'face' of the organization, the call center, media etc. The real issue for the company is how to tran. |
| Subject |
Brand name products -- Management.
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Brand name products -- Valuation -- Management.
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Branding (Marketing)
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Corporate image.
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Produits de marque -- Gestion. |
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Produits de marque -- Évaluation -- Gestion. |
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Stratégie de marque. |
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Entreprises -- Image. |
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branding. |
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corporate image. |
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Brand name products -- Management |
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Brand name products -- Valuation -- Management |
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Branding (Marketing) |
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Corporate image |
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Marketing |
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Markenname |
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Markenartikel. |
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Markenpolitik. |
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Erfolgsfaktor. |
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Stakeholder. |
| Indexed Term |
Brand name products Marketing Management |
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Branding (Marketing) Management |
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Markenname |
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Marketing |
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Success in business |
| Added Author |
Vallaster, Christine, 1971-
|
| Other Form: |
Print version: Fisher-Buttinger, Claudia. Connective branding. Chichester, England ; Hoboken, NJ : Wiley, ©2008 9780470512401 (DLC) 2008040265 (OCoLC)244653075 |
| ISBN |
9781119208396 (electronic bk.) |
|
1119208394 (electronic bk.) |
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9780470740873 (electronic bk.) |
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0470740876 (electronic bk.) |
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(alk. paper) |
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(alk. paper) |
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