The Resource Connective branding : building brand equity in a demanding world, Claudia Fisher-Buttinger and Christine Vallaster

Connective branding : building brand equity in a demanding world, Claudia Fisher-Buttinger and Christine Vallaster

Label
Connective branding : building brand equity in a demanding world
Title
Connective branding
Title remainder
building brand equity in a demanding world
Statement of responsibility
Claudia Fisher-Buttinger and Christine Vallaster
Creator
Contributor
Subject
Language
eng
Summary
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
Cataloging source
N$T
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HD69.B7
LC item number
F57 2008eb
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
Label
Connective branding : building brand equity in a demanding world, Claudia Fisher-Buttinger and Christine Vallaster
Publication
Antecedent source
unknown
Bibliography note
Includes bibliographical references and index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
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
Control code
ocn649476979
Dimensions
unknown
Extent
1 online resource (xxi, 358 pages)
File format
unknown
Form of item
online
Isbn
9780470740873
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
Quality assurance targets
not applicable
http://library.link/vocab/recordID
.b35697854
Reformatting quality
unknown
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)649476979
  • pebcs0470740876

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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