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010   $a9786612684067
010   $a9781119208396
010   $a1119208394
010   $a9781282684065
010   $a128268406X
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035   $a(OCoLC)649476979
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100   $a20080911d2008      uy         0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aConnective branding $ebuilding brand equity in a demanding world /$fClaudia Fisher-Buttinger and Christine Vallaster
205   $a1st edition
210   $aHoboken, NJ $cWiley$dc2008
215   $a1 online resource (382 p.)
300   $aDescription based upon print version of record.
311 08$a9780470512401 
311 08$a0470512407 
320   $aIncludes bibliographical references and index.
327   $aCONNECTIVE 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
330   $aThis 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
517 3 $aBuilding brand equity in a demanding world
606   $aBrand name products$xManagement
606   $aBrand name products$xValuation$xManagement
606   $aBranding (Marketing)
606   $aCorporate image
615  0$aBrand name products$xManagement.
615  0$aBrand name products$xValuation$xManagement.
615  0$aBranding (Marketing)
615  0$aCorporate image.
676   $a658.8/27
686   $a85.40$2bcl
700   $aFisher-Buttinger$b Claudia$01678779
701   $aVallaster$b Christine$f1971-$01636197
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910824967603321
996   $aConnective branding$94046624
997   $aUNINA