The Brand Engine. Using Synergetic Branding to Power Your Success
Vallaster, Christine (Verfasser)
Published by Wiley, 2008
- First Edition
- Hardcover
- Used
Seller: Sigrun Wuertele buchgenie_de, Altenburg, GermanySigrun Wuertele buchgenie_de
AbeBooks seller since March 13, 2015
Condition: Used
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Add to basketItem description from seller
Gebundene Ausgabe 320 S. Sehr guter Zustand, ohne Namenseintrag, Original-Schutzumschlag Zustand: 5, Sehr gut - gebraucht, Gebundene Ausgabe Wiley 1. Aufl., 2008 320 S. , The Brand Engine. Using Synergetic Branding to Power Your Success, Vallaster, Christine (Verfasser).
Seller Inventory # BU340191
- Title
- The Brand Engine. Using Synergetic Branding to Power Your Success
- Author
- Vallaster, Christine (Verfasser)
- Publisher
- Wiley
- Publication year
- 2008
- Condition
- Sehr gut - gebraucht
- Dust jacket
- Dust Jacket Included
- Binding
- Hardcover
- ISBN 10
- 0470512407
- ISBN 13
- 9780470512401
- Edition
- 1. Aufl.
- Seller catalogs
- Ratgeber
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.
About the Author
Dr. Christine Vallaster is Research Fellow at the Marketing Department of the University of Giessen, Germany. She has published a number of articles in highly ranked academic journals such as Business Horizons, European Journal of Marketing, and the Harvard Business Manager (German Edition). She works as a consultant in the field of brand management and also speaks regularly at marketing conferences. Christine holds a PhD in Marketing from the University of Innsbruck.
"About the title" may belong to another edition of this title.
Sigrun Wuertele buchgenie_de
Altenburg, Germany
AbeBooks seller since March 13, 2015
Shipping rates from Germany to U.S.A.
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