TY  - BOOK
AU  - Fisher-Buttinger,Claudia
AU  - Vallaster,Christine
TI  - Connective branding: building brand equity in a demanding world 
SN  - 9781119208396
AV  - HD69.B7 F57 2008eb
U1  - 658.8/27 22
PY  - 2008///
CY  - Chichester, England, Hoboken, NJ
PB  - Wiley
KW  - Brand name products
KW  - Management
KW  - Valuation
KW  - Branding (Marketing)
KW  - Corporate image
KW  - Produits de marque
KW  - Gestion
KW  - �Evaluation
KW  - Strat�egie de marque
KW  - Entreprises
KW  - Image
KW  - branding
KW  - aat
KW  - corporate image
KW  - BUSINESS & ECONOMICS
KW  - Advertising & Promotion
KW  - bisacsh
KW  - fast
KW  - Marketing
KW  - gnd
KW  - Markenname
KW  - Markenartikel
KW  - stw
KW  - Markenpolitik
KW  - Erfolgsfaktor
KW  - Stakeholder
KW  - Success in business
N1  - Includes bibliographical references and index; Market forces -- Emerging strategies to address market forces -- Brand framework for building connective brands -- Practical applications : brand engagement -- Practical applications -- stakeholder engagement -- Practical applications -- the process of alignment -- Epilogue -- the law of the seventh generation
N2  - This book bridges the gap between strengthening the 'employee brand' and the building 'external brand image' by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account - either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the 'face' of the organization, the call center, media etc. The real issue for the company is how to tran
UR  - https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396
ER  -