Connective Branding: Building Brand Equity in a Demanding World. Fisher, Vallaster

Connective Branding: Building Brand Equity in a Demanding World



Download Connective Branding: Building Brand Equity in a Demanding World



Connective Branding: Building Brand Equity in a Demanding World Fisher, Vallaster ebook pdf
Publisher:
Language: English
Page: 380
ISBN: 0470512407, 9780470512401

Review

"...a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands" (ResearchAndMarkets.com, December 21st 2008) "...full of hidden gems...All in all, this is a good read - I'll certainly be keeping it on my shelf." (B2B Marketing, February 2009)

From the Inside Flap

Connective Branding is built on Brand Engagement and Brand Alignment as the two key drivers of brand equity and entails a number of shifts from traditional branding, includingBroadening of audiences – moving beyond a sole focus on the customer and building brand-consistent relationships with employees, investors, partners, suppliers, distributors, special interest groups and any other key stakeholders.Networked collaboration – moving beyond the notion that the marketing department is the sole owner of the brand by empowering deputizing brand champions within the organisation and encouraging systematic collaboration with all functions touching the brand.Living Brand Values from within – moving beyond the emphasis on external image creation and harnessing the power of employees to enact the brand, thereby creating a brand that permeates the entire organisation and cultivating authenticity.Building Interactive Relationships – moving beyond one-way, disruptive and manipulative communication to interactive brand co-creation.Addressing Corporate Social Responsibility strategically – moving beyond a paradigm that sees profitability and doing good as conflicting goals, and embracing CSR as a strategic opportunity that benefits both the company and society at large.


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