Create a Brand That Inspires (ePub)
How to Sell, Organize and Sustain Internal Branding
(Sprache: Englisch)
It takes strength to compete. Becoming a well-known and well-regarded brand enhances a companys strength. Internal brandingespecially in service industriesis essential for longevity, great competitive strength, and high financial value. Driven by a shared,...
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It takes strength to compete. Becoming a well-known and well-regarded brand enhances a companys strength. Internal brandingespecially in service industriesis essential for longevity, great competitive strength, and high financial value. Driven by a shared, authentic corporate culture and guided by top management, employees will build brand value in all their actions and interactions every day.
Create a Brand That Inspires: How to Sell, Organize, and Sustain Internal Branding effectively addresses three core brand management challenges in readers organizations: selling the brand to senior management, organizing the brand on all management levels, and living the brand within each of the companys internal communities.
The book includes sixteen international case studies complete with pictures, interviews and examples from a wide range of industries. The long-term, hands-on experience of the co-authors and their unique perspectives on how to successfully develop and manage internal branding make this study a rewarding read for executives, managers and team leaders.
Create a Brand That Inspires: How to Sell, Organize, and Sustain Internal Branding effectively addresses three core brand management challenges in readers organizations: selling the brand to senior management, organizing the brand on all management levels, and living the brand within each of the companys internal communities.
The book includes sixteen international case studies complete with pictures, interviews and examples from a wide range of industries. The long-term, hands-on experience of the co-authors and their unique perspectives on how to successfully develop and manage internal branding make this study a rewarding read for executives, managers and team leaders.
Autoren-Porträt von Wolfgang Giehl, F. Joseph LePla
Wolfgang Giehl is Betriebswirt (MBA) and senior vice president of corporate brand marketing for Deutsche Post DHL, the world’s leading mail and logistics services group. He is responsible for the corporate groups’ global brand communication and global brand management. Prior to joining Deutsche Post DHL in 1995, Giehl was in charge of the national and international budgets of several advertising agencies. He is coauthor of Focus Internal Branding and author of various articles and publications on brand management.F. Joseph LePla received a bachelor of arts from Wayne State University with majors in English (writing emphasis) and secondary education. He is a principal at Parker LePla, a brand strategy consultancy in Seattle, Washington. Parker LePla helps its clients make marketplace and brand shifts to achieve bigger visions. LePla is the coauthor of two previous books on integrated branding: Integrated Brand and Brand Driven.
Wolfgang Giehl is Betriebswirt (MBA) and senior vice president of corporate brand marketing for Deutsche Post DHL, the world’s leading mail and logistics services group. He is responsible for the corporate groups’ global brand communication and global brand management. Prior to joining Deutsche Post DHL in 1995, Giehl was in charge of the national and international budgets of several advertising agencies. He is coauthor of Focus Internal Branding and author of various articles and publications on brand management.
F. Joseph LePla received a bachelor of arts from Wayne State University with majors in English (writing emphasis) and secondary education. He is a principal at Parker LePla, a brand strategy consultancy in Seattle, Washington. Parker LePla helps its clients make marketplace and brand shifts to achieve bigger visions. LePla is the coauthor of two previous books on integrated branding: Integrated Brand and Brand Driven.
Bibliographische Angaben
- Autoren: Wolfgang Giehl , F. Joseph LePla
- 2012, 232 Seiten, Englisch
- Verlag: AUTHORHOUSE
- ISBN-10: 1467039500
- ISBN-13: 9781467039505
- Erscheinungsdatum: 04.05.2012
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- Dateiformat: ePub
- Größe: 3.38 MB
- Mit Kopierschutz
Sprache:
Englisch
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