| Document Type
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BL
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| Record Number
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1029773
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| Doc. No
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b784143
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| Main Entry
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Fisher-Buttinger, Claudia.
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| Title & Author
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Connective branding : : building brand equity in a demanding world /\ Claudia Fisher-Buttinger and Christine Vallaster.
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| Publication Statement
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Chichester, England ;Hoboken, NJ :: Wiley,, ©2008.
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| Page. NO
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1 online resource (xxi, 358 pages) :: illustrations
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| ISBN
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0470740876
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: 1119208394
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: 9780470740873
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: 9781119208396
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0470512407
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9780470512401
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Market forces -- Emerging strategies to address market forces -- Brand framework for building connective brands -- Practical applications : brand engagement -- Practical applications -- stakeholder engagement -- Practical applications -- the process of alignment -- Epilogue -- the law of the seventh generation.
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| Abstract
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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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| Subject
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Brand name products-- Management.
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Brand name products-- Valuation-- Management.
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Branding (Marketing)
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Corporate image.
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Brand name products-- Management.
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Brand name products-- Valuation-- Management.
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Branding (Marketing)
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BUSINESS ECONOMICS-- Advertising Promotion.
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Corporate image.
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Erfolgsfaktor.
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Markenartikel.
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Markenname
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Markenpolitik.
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Marketing
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Stakeholder.
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| Dewey Classification
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658.8/27
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| LC Classification
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HD69.B7F57 2008eb
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| NLM classification
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85.40bcl
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| Added Entry
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Vallaster, Christine,1971-
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