03375nam 2200769Ia 450 991082496760332120200520144314.09786612684067978111920839611192083949781282684065128268406X97804707408730470740876(CKB)2550000000012571(EBL)516970(OCoLC)649476979(SSID)ssj0000414698(PQKBManifestationID)11261864(PQKBTitleCode)TC0000414698(PQKBWorkID)10408281(PQKB)11703569(Au-PeEL)EBL516970(CaPaEBR)ebr10381057(CaONFJC)MIL268406(OCoLC)926045048(OCoLC)ocn926045048(CaSebORM)9780470512401(MiAaPQ)EBC516970(Perlego)2756019(EXLCZ)99255000000001257120080911d2008 uy 0engur|n|---|||||txtccrConnective branding building brand equity in a demanding world /Claudia Fisher-Buttinger and Christine Vallaster1st editionHoboken, NJ Wileyc20081 online resource (382 p.)Description based upon print version of record.9780470512401 0470512407 Includes bibliographical references and index.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 ?; INDEXThis 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 tranBuilding brand equity in a demanding worldBrand name productsManagementBrand name productsValuationManagementBranding (Marketing)Corporate imageBrand name productsManagement.Brand name productsValuationManagement.Branding (Marketing)Corporate image.658.8/2785.40bclFisher-Buttinger Claudia1678779Vallaster Christine1971-1636197MiAaPQMiAaPQMiAaPQBOOK9910824967603321Connective branding4046624UNINA