Living the brand : how to transform every member of your organization into a brand champion

著者

書誌事項

Living the brand : how to transform every member of your organization into a brand champion

Nicholas Ind

Kogan Page, 2007

3rd ed

大学図書館所蔵 件 / 全7件

この図書・雑誌をさがす

注記

Includes bibliographical references and index

内容説明・目次

内容説明

Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand. Living the Brand demonstrates how you can empower and enthuse your employees to create "brand champions". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals. This practical, inspirational book shows you that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand has relevance and creates meaning. Using original international case studies, such as IBM, SAS Airlines, UNICEF, Apple and Nike, Living the Brand shows you how to make this happen, through research, training, communication, management and review. It examines the nature of branding and why people have become such important definers of their brand. Living the Brand is a CarbonNeutral (R) publication. To offset the carbon dioxide emissions generated in the book's production, native trees have been planted with Future Forests.

目次

  • Chapter - 00: Introduction
  • Chapter - 01: I'm genuinely feeling groovy
  • Chapter - 02: Living brands
  • Chapter - 03: Why people need vision and values
  • Chapter - 04: Why organizations need purpose and values
  • Chapter - 05: Defining the brand
  • Chapter - 06: Bringing the brand to life
  • Chapter - 07: Sustaining the brand: stories and myths
  • Chapter - 08: Measuring success
  • Chapter - 09: Managing the brand
  • Chapter - 10: Conclusion

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