Fisher-Buttinger, Claudia. <br/><br/>
Connective branding :  building brand equity in a demanding world / 
Claudia Fisher-Buttinger and Christine Vallaster. 
 - Chichester, England ;  Hoboken, NJ :  Wiley,  �2008. 
 - 1 online resource (xxi, 358 pages) :  illustrations 
 - 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781119208396 1119208394 9780470740873 0470740876 
<br/><br/><label>LCCN: </label>
<br/><br/><label>Nat. Bib. No.: </label>GBA8A3019  bnb 014-70215  bnb GBA-8A301  bnb 
<br/><br/><label>Nat. Bib. Agency Control No.: </label>014702158  Uk 014-70215  Uk 014-70215  uk GBA-8A301  uk 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products--Management.<br/>Brand name products--Valuation--Management.<br/>Branding (Marketing)<br/>Corporate image.<br/>Produits de marque--Gestion.<br/>Produits de marque--�Evaluation--Gestion.<br/>Strat�egie de marque.<br/>Entreprises--Image.<br/>branding.<br/>corporate image.<br/>BUSINESS & ECONOMICS--Advertising & Promotion.<br/>Brand name products--Management<br/>Brand name products--Valuation--Management<br/>Branding (Marketing)<br/>Corporate image<br/>Marketing<br/>Markenname<br/>Markenartikel.<br/>Markenpolitik.<br/>Erfolgsfaktor.<br/>Stakeholder.
<br/><br/><label>Subjects--Index Terms: </label>Brand name products  Marketing  Management Branding (Marketing)  Management Markenname Marketing Success in business 
<br/><br/><label>LC Class. No.: </label>HD69.B7  / F57 2008eb 
<br/><br/><label>Dewey Class. No.: </label>658.8/27