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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| Format: | eBook |
| Language: | Inglés |
| Published: |
Hoboken, NJ :
Wiley
c2008.
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| Edition: | 1st edition |
| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627848706719 |
| 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 |
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| 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 |
