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Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies - the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.
It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning-from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies - the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.
It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning-from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Section 2 The Foundations of Theory and Practice
Chapter 2 Developing brand strategy: roots, resources and relationships
Chapter 3 Managing meaning: social dominant logic
Section 3 The Development of Strategy
Chapter 4 Managing the alignment of strategy: purpose, proposition and positioning
Chapter 5 Managing customer-company fusion: customer experience management
Chapter 6 Managing strategic segementation: customer insights from data
Chapter 7 Managing the customer journey: strategic service approaches to the consumption experience
Chapter 8 Managing the conversation: integrated marketing communications
Chapter 9 Managing brand equity: tangbile results from intangible assets
Section 4 The Application of Purpose and Practice
Chapter 10 Legal & Genereal: inclusive capitalism - change, sustainability and purpose
Chapter 11 Inspired Villlages: purpose, values and alignment
Chapter 12 Small is beautiful: big ambitions for SMEs
Chapter 13 Festival of Thrift: sustainability through brand community
Chapter 14 Headspace: immersive digital meditation and mindfulness
Chapter 15: Freedome: building franchise equity
Chapter 16 University of Cumbria: brand anchor, pledge and persona
Chapter 17 Dell Technologies: person to person in B2B
| Empfohlen (bis): | 16 |
|---|---|
| Empfohlen (von): | 13 |
| Erscheinungsjahr: | 2022 |
| Fachbereich: | Betriebswirtschaft |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 611 |
| Inhalt: |
IX
611 S. 109 farbige Illustr. 30 s/w Tab. 109 col. ill. 30 b/w tbl. |
| ISBN-13: | 9783110718348 |
| ISBN-10: | 3110718340 |
| Sprache: | Englisch |
| Herstellernummer: | 95393213 |
| Ausstattung / Beilage: | Großformatiges Paperback. Klappenbroschur |
| Autor: |
Smith, Terry
Williams, Tom (Toy Horses) |
| Hersteller: | De Gruyter |
| Abbildungen: | 109 col. ill., 30 b/w tbl. |
| Maße: | 33 x 171 x 240 mm |
| Von/Mit: | Terry Smith (u. a.) |
| Erscheinungsdatum: | 05.07.2022 |
| Gewicht: | 1,038 kg |
Section 2 The Foundations of Theory and Practice
Chapter 2 Developing brand strategy: roots, resources and relationships
Chapter 3 Managing meaning: social dominant logic
Section 3 The Development of Strategy
Chapter 4 Managing the alignment of strategy: purpose, proposition and positioning
Chapter 5 Managing customer-company fusion: customer experience management
Chapter 6 Managing strategic segementation: customer insights from data
Chapter 7 Managing the customer journey: strategic service approaches to the consumption experience
Chapter 8 Managing the conversation: integrated marketing communications
Chapter 9 Managing brand equity: tangbile results from intangible assets
Section 4 The Application of Purpose and Practice
Chapter 10 Legal & Genereal: inclusive capitalism - change, sustainability and purpose
Chapter 11 Inspired Villlages: purpose, values and alignment
Chapter 12 Small is beautiful: big ambitions for SMEs
Chapter 13 Festival of Thrift: sustainability through brand community
Chapter 14 Headspace: immersive digital meditation and mindfulness
Chapter 15: Freedome: building franchise equity
Chapter 16 University of Cumbria: brand anchor, pledge and persona
Chapter 17 Dell Technologies: person to person in B2B
| Empfohlen (bis): | 16 |
|---|---|
| Empfohlen (von): | 13 |
| Erscheinungsjahr: | 2022 |
| Fachbereich: | Betriebswirtschaft |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Seiten: | 611 |
| Inhalt: |
IX
611 S. 109 farbige Illustr. 30 s/w Tab. 109 col. ill. 30 b/w tbl. |
| ISBN-13: | 9783110718348 |
| ISBN-10: | 3110718340 |
| Sprache: | Englisch |
| Herstellernummer: | 95393213 |
| Ausstattung / Beilage: | Großformatiges Paperback. Klappenbroschur |
| Autor: |
Smith, Terry
Williams, Tom (Toy Horses) |
| Hersteller: | De Gruyter |
| Abbildungen: | 109 col. ill., 30 b/w tbl. |
| Maße: | 33 x 171 x 240 mm |
| Von/Mit: | Terry Smith (u. a.) |
| Erscheinungsdatum: | 05.07.2022 |
| Gewicht: | 1,038 kg |
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