Connective branding : building brand equity in a demanding world /

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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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Bibliographic Details
Call Number:Libro Electrónico
Main Author: Fisher-Buttinger, Claudia
Other Authors: Vallaster, Christine, 1971-
Format: Electronic eBook
Language:Inglés
Published: Chichester, England ; Hoboken, NJ : Wiley, ©2008.
Subjects:
Brand name products > Management.
Brand name products > Valuation > Management.
Branding (Marketing)
Corporate image.
Produits de marque > Gestion.
Produits de marque > Évaluation > Gestion.
Stratégie de marque.
Entreprises > Image.
branding.
corporate image.
BUSINESS & ECONOMICS > Advertising & Promotion.
Marketing
Markenname
Markenartikel.
Markenpolitik.
Erfolgsfaktor.
Stakeholder.
Marketing.
Markenname.
Brand name products > Marketing > Management
Branding (Marketing) > Management
Success in business
Online Access:Texto completo (Requiere registro previo con correo institucional)
Table of 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.

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