Moment of Truth Redefining the CEO's Brand Management Agenda

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Synopsis

The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.

Book details

Edition:
2006
Author:
A. Bauer, B. Bloching, K. Howaldt, A. Mitchell
ISBN:
9780230203884
Related ISBNs:
9781403998965
Publisher:
Palgrave Macmillan UK, London
Pages:
N/A
Reading age:
Not specified
Includes images:
No
Date of addition:
2020-12-09
Usage restrictions:
Copyright
Copyright date:
2006
Copyright by:
N/A 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction