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 translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty.

This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization).

While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent.

The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors.

After reading this book the audience should be able to answer the following questions:

How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved?
How can I make sure every part of the organisation lives the brand?
How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences?
How can I develop and expand the brand? How can future orientation become part of the brand?
How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results?
How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?

"Synopsis" may belong to another edition of this title.

Libro Co. Italia Srl

San Casciano Val di Pesa, FI, Italy

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Nata nel 1992, Libro Co. Italia è oggi un'azienda leader nella distribuzione libraria e vendita online che annovera tra la propria clientela le più importanti istituzioni (biblioteche, istituti specializzati) e musei italiani, americani ed europei, nonché gallerie d'antiquariato e collezionisti di fama mondiale. Nel tempo, l'azienda ha notevolmente incrementato sia il catalogo che la gamma delle attività offerte e oggi propone servizi di: - distribuzione e promozione libraria Italia ed estero - logistica - vendita a librerie - fornitura a biblioteche - vendita al dettaglio - importazione libri stranieri - gestione e vendita remainders - ricerca e vendita libri rari/esauriti - pubblicazione di libri e periodici Per garantire la massima affidabilità in questi servizi, ogni singola procedura e attrezzatura è stata testata per ottenere un altissimo grado di efficienza. I punti di forza di Libro Co. Italia sono infatti: - strutture informatiche all'avanguardia - base dati ampia, aggiornata e attendibile - servizio informazione preciso e puntuale - condizioni di vendita altamente concorrenziali - servizio evasione ordini veloce ed affidabile - gestione personalizzata clienti - sito web veloce e con interfaccia intuitiva L'organico di Libro Co. Italia è guidato dagli stessi soci, affiancati da un team che comprende esperti in storia dell'arte, personale specializzato, impiegati amministrativi, tecnici informatici e magazzinieri, tutti con esperienza pluriennale nel campo della distribuzione libraria.…

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LIBRO CO. ITALIA S.R.L.

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Libro Co. Italia srl
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