Connective branding : building brand equity in a demanding world / Claudia Fisher-Buttinger and Christine Vallaster.

Format:

Book

Author/Creator:

Fisher-Buttinger, Claudia.

Contributor:

Vallaster, Christine, 1971-

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Brand name products--Valuation--Management.

Branding (Marketing).

Corporate image.

Physical Description:

1 online resource (382 p.)

Edition:

1st edition

Other Title:

Building brand equity in a demanding world

Place of Publication:

Hoboken, NJ : Wiley, c2008.

Language Note:

English

System Details:

text file

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

Contents:

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

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9786612684067

9781119208396

1119208394

9781282684065

128268406X

9780470740873

0470740876

OCLC:

649476979