Connective Branding: Building Brand Equity in a Demanding World

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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, ...

Connective Branding: Building Brand Equity in a Demanding World 2008, Wiley, Hoboken, NJ

ISBN-13: 9780470512401

Hardcover

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