Keith Glanfield

Brand Transformation (eBook, PDF)

Transforming Firm Performance by Disruptive, Pragmatic and Achievable Brand Strategy

• Format: PDF

Produktbeschreibung

To be of value to firms, branding must operate in the "real" world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference

This new textbook teaches students and managers how to accelerate a firms branding performance, without disrupting day-to-day business. It demonstrates how to make practical "best-fit" changes to a firm's branding by implementing commercially feasible branding activity to achieve commercial results.

This text is essential reading for post-experience postgraduate students of marketing, practising marketers and general managers, as well as final year marketing under-graduates, with placement year experience.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 230
• Erscheinungstermin: 5. Februar 2018
• Englisch
• ISBN-13: 9781351662567
• Artikelnr.: 54211401

Autorenporträt

Dr Keith Glanfield is Lecturer in Strategic Brand Management and Identity at Aston University, UK. Dr Glanfield researches the transformation and optimisation of an organisation's brands to improve organisational performance, sustainability and stakeholder satisfaction. Researching in partnership with organisations such as John Lewis, Waitrose and Harris Interactive Keith's research is focussed on developing and enhancing marketing practice. His work is published in academic journals and widely presented at academic conferences.

Inhaltsangabe

1. Brand Transformation 2. The Strategic Influence of Branding 3. Branding
and Firm Performance 4. Managing Brand Complexity 5. Managing Corporate
Brands 6. Managing Brand Portfolio Performance 7. Managing Brand
Communication 8. Brand Transformation: Strategic issues and options 9.
Brand Transformation: Strategy selection and implementation