Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster
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| Autore: |
Fisher-Buttinger Claudia
|
| Titolo: |
Connective branding [[electronic resource] ] : building brand equity in a demanding world / / Claudia Fisher-Buttinger and Christine Vallaster
|
| Pubblicazione: | Hoboken, NJ, : Wiley, c2008 |
| Edizione: | 1st edition |
| Descrizione fisica: | 1 online resource (382 p.) |
| Disciplina: | 658.8/27 |
| Soggetto topico: | Brand name products - Management |
| Brand name products - Valuation - Management | |
| Branding (Marketing) | |
| Corporate image | |
| Soggetto non controllato: | Brand name products - Marketing - Management |
| Branding (Marketing) - Management | |
| Markenname | |
| Marketing | |
| Success in business | |
| Classificazione: | 85.40 |
| Altri autori: |
VallasterChristine <1971->
|
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 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 ?; INDEX |
| Sommario/riassunto: | 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 |
| Titolo autorizzato: | Connective branding |
| ISBN: | 1-119-20839-4 |
| 1-282-68406-X | |
| 9786612684067 | |
| 0-470-74087-6 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910139508603321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |