TY  - BOOK
AU  - Bruce,Duncan
AU  - Harvey,David
TI  - Brand enigma: decoding the secrets of your brand 
SN  - 9781119207207
AV  - HF5415.1255 .B78 2008eb
U1  - 658.8/27 22
PY  - 2008///
CY  - Chichester, West Sussex, England, Hoboken, N.J.
PB  - Wiley
KW  - Branding (Marketing)
KW  - Business names
KW  - Corporate image
KW  - Organizational effectiveness
KW  - Creative ability in business
KW  - Strat�egie de marque
KW  - Raison sociale
KW  - Entreprises
KW  - Image
KW  - Efficacit�e organisationnelle
KW  - Cr�eativit�e dans les affaires
KW  - branding
KW  - aat
KW  - corporate image
KW  - BUSINESS & ECONOMICS
KW  - Advertising & Promotion
KW  - bisacsh
KW  - fast
N1  - Title from title screen; Includes bibliographical references and index; Getting the best from this book -- Nightmares and dreams: the new world of brands -- Enduring myths, new challenges, and realities -- How the brand dream process took shape -- Fitting the pieces together: the brand dream model -- Taking the brand dream medicine -- Deconstructing brands: a new way of sussing out the competition -- Engaging staff in the employer brand -- A web of threats and opportunities -- An inspirational approach to innovation -- Renewing the dream
N2  - Brand Enigma provides a refreshing antidote to tired, conventional approaches to business development, marketing and innovation. The premise for this book is that the brand embodies the spirit of the business and, properly understood, can enable the enterprise to raise innovation, business development and performance to new levels. Based on a proven method for deconstructing and rebuilding brands, the book outlines an alternative but stimulating, and highly effective method of putting the brand at the centre of the business. At the heart of this approach is the Brand Dream Model. Developed and
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119207207
ER  -