: A. Bauer, B. Bloching, K. Howaldt, A. Mitchell
: Moment of Truth Redefining the CEO's Brand Management Agenda
: Palgrave Macmillan
: 9780230203884
: 1
: CHF 46.90
:
: Management
: English
: 190
: DRM
: PC/MAC/eReader/Tablet
: PDF
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.