Moment of Truth E-Book

A. Bauer

• Herausgeber: Palgrave Macmillan UK
• Kategorie: Fachliteratur
• Sprache: Englisch

Veröffentlichungsjahr: 2005

Beschreibung

The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.