Moment of truth : redefining the CEO's brand management agenda
Author(s)
Bibliographic Information
Moment of truth : redefining the CEO's brand management agenda
Palgrave Macmillan, 2006
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Description and Table of Contents
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 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.
Table of Contents
Introduction and Problematisation - Change of Paradigm: The Basis for Successful Brand Management - The Values and the Archetypes - Develop the Brand Strategy - Brand Execution - Brand Engagement - Brand-Centric Organization - Brand Tracking - Outlook and Perspectives
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