03195nam 2200745 a 450 991101990970332120200520144314.09786612939587978111920720711192072079781282939585128293958097804707418180470741813(CKB)2670000000069713(EBL)644964(OCoLC)489194850(SSID)ssj0000433834(PQKBManifestationID)12165659(PQKBTitleCode)TC0000433834(PQKBWorkID)10395041(PQKB)10566375(MiAaPQ)EBC644964(OCoLC)899243187(OCoLC)ocn899243187(CaSebORM)9780470779606(Perlego)2753230(EXLCZ)99267000000006971320080903d2008 uy 0engur|n|---|||||txtccrBrand enigma decoding the secrets of your brand /Duncan Bruce and David Harvey1st editionChichester, England ;Hoboken, N.J. Wileyc20081 online resource (346 p.)Description based upon print version of record.9780470779606 0470779608 Includes bibliographical references and index.Getting the best from this book -- Nightmares and dreams: the new world of brands -- Enduring myths, new challenges, and realities -- How the brand dream process took shape -- Fitting the pieces together: the brand dream model -- Taking the brand dream medicine -- Deconstructing brands: a new way of sussing out the competition -- Engaging staff in the employer brand -- A web of threats and opportunities -- An inspirational approach to innovation -- Renewing the dream.Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels. Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating, and highly effective method of putting the brand at the centre of the business.At the heart of this approach is the Brand Dream Decoding the secrets of your brandBranding (Marketing)Business namesCorporate imageOrganizational effectivenessCreative ability in businessBranding (Marketing)Business names.Corporate image.Organizational effectiveness.Creative ability in business.658.8/27Bruce Duncan1951-1839236Harvey David1945-34164MiAaPQMiAaPQMiAaPQBOOK9911019909703321Brand enigma4418405UNINA