Connective branding : building brand equity in a demanding world / Claudia Fisher-Buttinger and Christine Vallaster.
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 comp...
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Format: | Electronic eBook |
Language: | English |
Published: |
Chichester, England ; Hoboken, NJ :
Wiley,
©2008.
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Subjects: | |
Local Note: | ProQuest Ebook Central |
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.