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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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Hoboken, NJ :
Wiley
c2008.
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| Edición: | 1st edition |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627848706719 |
Tabla de Contenidos:
- CONNECTIVE BRANDING; CONTENTS; PROLOGUE; INTRODUCTION; PART I: SETTING THE STAGE; CHAPTER 1: MARKET FORCES; CHAPTER 2: EMERGING STRATEGIES TO ADDRESS MARKET FORCES; PAR II: A FRAMEWORK FOR COPING; CHAPTER 3: BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS; PART III: CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN; CHAPTER 4: PRACTICAL APPLICATIONS - STAKEHOLDER ENGAGEMENT; CHAPTER 5: PRACTICAL APPLICATIONS - THE PROCESS OF ALIGNMENT; EPILOGUE - THE LAW OF THE SEVENTH GENERATION ?; INDEX
