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Author Fisher-Buttinger, Claudia.

Title Connective branding : building brand equity in a demanding world / Claudia Fisher-Buttinger and Christine Vallaster.

Imprint Chichester, England ; Hoboken, NJ : Wiley, 2008.


Location Call No. OPAC Message Status
 Axe Books 24x7 Business E-Book  Electronic Book    ---  Available
Description 1 online resource (xxi, 358 pages) : illustrations
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Bibliography Includes bibliographical references and index.
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.
Note Print version record.
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.
Subject Brand name products -- Management.
Brand name products -- Valuation -- Management.
Branding (Marketing)
Corporate image.
BUSINESS & ECONOMICS -- Advertising & Promotion.
Brand name products -- Management. (OCoLC)fst00837891
Brand name products -- Valuation -- Management. (OCoLC)fst00837905
Branding (Marketing) (OCoLC)fst01743755
Corporate image. (OCoLC)fst00879659
Indexed Term Brand name products Marketing Management
Branding (Marketing) Management
Success in business
Genre/Form Electronic books.
Electronic book.
Added Author Vallaster, Christine, 1971-
Other Form: Print version: Fisher-Buttinger, Claudia. Connective branding. Chichester, England ; Hoboken, NJ : Wiley, 2008 9780470512401 (DLC) 2008040265 (OCoLC)244653075
ISBN 9781119208396 (electronic bk.)
1119208394 (electronic bk.)
9780470740873 (electronic bk.)
0470740876 (electronic bk.)
9780470512401 (alk. paper)
0470512407 (alk. paper)
Standard No. AU@ 000053277111
CHNEW 000936209
CHVBK 480165165
DEBBG BV043391913
DEBBG BV044143412
DEBSZ 396367275
DEBSZ 484990101
GBVCP 856569046
HEBIS 29981212X
NZ1 14255313
NZ1 15282354
SE4M6 120649594

Available items only