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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Bibliographic Details
Main Author: Fisher-Buttinger, Claudia (-)
Other Authors: Vallaster, Christine, 1971-
Format: eBook
Language:Inglés
Published: Hoboken, NJ : Wiley c2008.
Edition:1st edition
Subjects:
See on Biblioteca Universitat Ramon Llull:https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627848706719
Description
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
Item Description:Description based upon print version of record.
Physical Description:1 online resource (382 p.)
Bibliography:Includes bibliographical references and index.
ISBN:9781119208396
9781282684065
9786612684067
9780470740873