Living The Brand.

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pvp.36,50 €

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ISBN:9780749450830
Editorial: Kogan Page
Fecha de la edición:2007
Número de la edición: 3
Encuadernación:Tapa dura
Dimensiones: 0 cm x 0 cm
Nº Pág.:200
Idiomas:Ingles,Inglés

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/ Marketing

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.