Moment of truth : redefining the CEO's brand management agenda / Andreas Bauer ... [et al.].

ISBN:

9781403998965

Título:

Autor:

Bauer, Andreas.

Información de la publicación:

Basingstoke : Palgrave Macmillan, 2006.

Descripción física:

xvi, 174 p. : ill. (some col.) ; 24 cm.

Nota general:

Formerly CIP.

Contenido:

1. Setting the scene -- 2. The moment of truth -- 3. Profiling consumer values -- 4. Profiling values in a B2B context -- 5. Turning values information into insight -- 6. From insight to brand strategy -- 7. From brand strategy to action -- 8. Winning internal brand engagement -- 9. Tracking performance -- 10. Issues and questions -- 11. The CEO's moment of truth.

Término del tema:

Product management.

Brand name products -- Management.

Chief executive officers.

Autor añadido:

Bauer, Andreas.

Formato:

Libros

Fecha de publicación:

2006

WAIT_PUBINFO:

Basingstoke : Palgrave Macmillan, 2006.

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Resumen

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.

Tabla de contenido

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