Bibliograph

Connective branding, building brand equity in a demanding world, Claudia Fisher-Buttinger and Christine Vallaster

Type

Label

Connective branding, building brand equity in a demanding world, Claudia Fisher-Buttinger and Christine Vallaster

Language

eng

Bibliography note

Includes bibliographical references and index

Illustrations

illustrations

Index

index present

Literary Form

non fiction

Main title

Connective branding

Nature of contents

dictionariesbibliography

Oclc number

649476979

Responsibility statement

Claudia Fisher-Buttinger and Christine Vallaster

Sub title

building brand equity in a demanding world

Summary

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

Table Of Contents

Market forces -- Emerging strategies to address market forces -- Brand framework for building connective brands -- Practical applications : brand engagement -- Practical applications -- stakeholder engagement -- Practical applications -- the process of alignment -- Epilogue -- the law of the seventh generation

Classification

Contributor