Living the Brand is a practical book which shows how organizations can empower and enthuse employees to create 'brand champions'. This approach can enhance employee commitment, improve service standards and focus efforts to deliver business goals.
Living the Brand is a practical book which shows how organizations can empower and enthuse employees to create 'brand champions'. This approach can enhance employee commitment, improve service standards and focus efforts to deliver business goals.
Nicholas Ind is an established author, consultant and academic. He writes for business journals including Brand Management and Strategy and Business . He teaches at the Oslo School of Management and is a visiting professor at ESADE in Barcelona. He is also the author of Living the Brand (published by Kogan Page).
Inhaltsangabe
Chapter 00: Introduction; Chapter 01: I'm genuinely feeling groovy; Chapter 02: Living brands; Chapter 03: Why people need vision and values; Chapter 04: Why organizations need purpose and values; Chapter 05: Defining the brand; Chapter 06: Bringing the brand to life; Chapter 07: Sustaining the brand: stories and myths; Chapter 08: Measuring success; Chapter 09: Managing the brand; Chapter 10: Conclusion
