Connective branding : building brand equity in a demanding world /
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 comp...
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| Main Author: | |
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| Other Authors: | |
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Chichester, England ; Hoboken, NJ :
Wiley,
©2008.
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| Subjects: | |
| Online Access: | CONNECT |
MARC
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| 100 | 1 | |a Fisher-Buttinger, Claudia. | |
| 245 | 1 | 0 | |a Connective branding : |b building brand equity in a demanding world / |c Claudia Fisher-Buttinger and Christine Vallaster. |
| 260 | |a Chichester, England ; |a Hoboken, NJ : |b Wiley, |c ©2008. | ||
| 300 | |a 1 online resource (xxi, 358 pages) : |b illustrations | ||
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| 500 | |a Wiley EBA |5 TMurS | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a 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. | |
| 588 | 0 | |a Print version record. | |
| 520 | |a 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. | ||
| 650 | 0 | |a Brand name products |x Management. | |
| 650 | 0 | |a Brand name products |x Valuation |x Management. | |
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Corporate image. | |
| 653 | 0 | |a Brand name products |a Marketing |a Management | |
| 653 | 0 | |a Branding (Marketing) |a Management | |
| 653 | 0 | |a Markenname | |
| 653 | 0 | |a Marketing | |
| 653 | 0 | |a Success in business | |
| 700 | 1 | |a Vallaster, Christine, |d 1971- | |
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