Brand enigma : decoding the secrets of your brand /

Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business developme...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Bruce, Duncan, 1951-
Otros Autores: Harvey, David, 1945-
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Chichester, West Sussex, England ; Hoboken, N.J. : Wiley, ©2008.
Temas:
Branding (Marketing)
Business names.
Corporate image.
Organizational effectiveness.
Creative ability in business.
Stratégie de marque.
Raison sociale.
Entreprises > Image.
Efficacité organisationnelle.
Créativité dans les affaires.
branding.
corporate image.
BUSINESS & ECONOMICS > Advertising & Promotion.
Business names
Corporate image
Creative ability in business
Organizational effectiveness
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Getting the best from this book
  • Nightmares and dreams: the new world of brands
  • Enduring myths, new challenges, and realities
  • How the brand dream process took shape
  • Fitting the pieces together: the brand dream model
  • Taking the brand dream medicine
  • Deconstructing brands: a new way of sussing out the competition
  • Engaging staff in the employer brand
  • A web of threats and opportunities
  • An inspirational approach to innovation
  • Renewing the dream.

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