Connective Branding: Building Brand Equity in a Demanding World

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This book bridges the gap between strengthening the 'employeebrand' and the building 'external brand image' bysynthesizing the two approaches. The result is a blurring of theboundaries and assigning creative powers to both. A customer has anumber of interactions with the company, and each of theseinteractions has an impact on the brand equity account -either positive or negative. Examples of interactions include: theproduct itself, the purchasing process, the consumption experience, the 'face' of the organization, the call ...

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

ISBN-13: 9780470512401

Hardcover

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