Connective Branding: Building Brand Equity in a Demanding World

by

Write The First Customer Review

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, John Wiley & Sons, Hoboken, NJ

ISBN-13: 9780470512401

Hardcover

Select