Moment of Truth : Redefining the CEO's Brand Management Agenda /
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...
| Main Authors: | , , , |
|---|---|
| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
London :
Palgrave Macmillan UK : Imprint: Palgrave Macmillan,
2006.
|
| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
| Summary: | 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. |
|---|---|
| Item Description: | Electronic resource. |
| Physical Description: | 1 online resource (XV, 174 pages) |
| ISBN: | 9780230203884 |
| DOI: | 10.1057/9780230203884 |