Moment of Truth Redefining the CEOs Brand Management Agenda

Andreas Bauer, Bjoern Bloching, Kai Howaldt, "Moment of Truth: Redefining the CEO's Brand Management Agenda"
English | 2006 | ISBN: 1403998965 | PDF | pages: 191 | 5,6 mb
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 center 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.

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Title: Moment of Truth Redefining the CEOs Brand Management Agenda
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