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010   $a1-282-93958-0
010   $a9786612939587
010   $a0-470-74181-3
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035   $a(EBL)644964
035   $a(OCoLC)489194850
035   $a(SSID)ssj0000433834
035   $a(PQKBManifestationID)12165659
035   $a(PQKBTitleCode)TC0000433834
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100   $a20080903d2008      uy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aBrand enigma$b[electronic resource] $edecoding the secrets of your brand /$fDuncan Bruce and David Harvey
205   $a1st edition
210   $aChichester, England ;$aHoboken, N.J. $cWiley$dc2008
215   $a1 online resource (346 p.)
300   $aDescription based upon print version of record.
311   $a0-470-77960-8 
320   $aIncludes bibliographical references and index.
327   $aGetting 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.
330   $aBrand 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 
606   $aBranding (Marketing)
606   $aBusiness names
606   $aCorporate image
606   $aOrganizational effectiveness
606   $aCreative ability in business
608   $aElectronic books.
615  0$aBranding (Marketing)
615  0$aBusiness names.
615  0$aCorporate image.
615  0$aOrganizational effectiveness.
615  0$aCreative ability in business.
676   $a658.8/27
676   $a658.827
700   $aBruce$b Duncan$f1951-$0983434
701   $aHarvey$b David$f1945-$034164
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910141049303321
996   $aBrand enigma$92244992
997   $aUNINA