ENGLISH

Moment of Truth: Redefining the CEO's Brand Management Agenda

By Andreas Bauer , Bjoern Bloching , Kai Howaldt , Alan Mitchell

Book information

Publisher
Palgrave Macmillan
Year
2006
ISBN
1403998965, 9781403998965
Language
english
Format
PDF
Filesize
6 MB (5918884 bytes)
Pages
200\191
Scanned
yes
Time added
2014-08-21 23:45:12

Description

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 center 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.

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