Living the Brand
How to Transform Every Member of Your Organization Into a Brand Champion
(Sprache: Englisch)
Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand.
Living the Brand demonstrates how you can empower and enthuse...
Living the Brand demonstrates how you can empower and enthuse...
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Klappentext zu „Living the Brand “
Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand.Living the Brand demonstrates how you can empower and enthuse your employees to create "brand champions". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals.
This practical, inspirational book shows you that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand has relevance and creates meaning.
Using original international case studies, such as IBM, SAS Airlines, UNICEF, Apple and Nike, Living the Brand shows you how to make this happen, through research, training, communication, management and review. It examines the nature of branding and why people have become such important definers of their brand.
Living the Brand is a CarbonNeutral® publication. To offset the carbon dioxide emissions generated in the book's production, native trees have been planted with Future Forests.
Inhaltsverzeichnis zu „Living the Brand “
Chapter - 00: Introduction; Chapter - 01: I'm genuinely feeling groovy; Chapter - 02: Living brands; Chapter - 03: Why people need vision and values; Chapter - 04: Why organizations need purpose and values; Chapter - 05: Defining the brand; Chapter - 06: Bringing the brand to life; Chapter - 07: Sustaining the brand: stories and myths; Chapter - 08: Measuring success; Chapter - 09: Managing the brand; Chapter - 10: Conclusion
Autoren-Porträt von Nicholas Ind
Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and Strategy and Business. He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand (published by Kogan Page).
Bibliographische Angaben
- Autor: Nicholas Ind
- 3. Auflage, 210 Seiten, Maße: 16,1 x 24 cm, Gebunden, Englisch
- Verlag: Kogan Page
- ISBN-10: 0749450835
- ISBN-13: 9780749450830
- Erscheinungsdatum: 03.10.2007
Sprache:
Englisch
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