Moment of truth redefining the CEO's brand management agenda

The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre...

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Bibliographic Details
Main Author: Bauer, Andreas (-)
Format: eBook
Language:Castellano
Published: New York Palgrave 2006
Series:Libros electrónicos en Ebscohost
Colección de libros electrónicos de ULoyola
Subjects:
Online Access:Enlace al texto completo en ebscohost
See on Universidad Loyola - Universidad Loyola Granada:https://colectivo.uloyola.es/Record/203709
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Description
Summary:The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.
Physical Description:1 recurso en línea
ISBN:9780230203884
9781403998965