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 centre 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.
Содержание
Introduction and Problematisation Change of Paradigm: The Basis for Successful Brand Management The Values and the Archetypes Develop the Brand Strategy Brand Execution Brand Engagement Brand-Centric Organization Brand Tracking Outlook and Perspectives
Об авторе
ANDREAS BAUER is Head of the International Competence Centre on Retail and Consumer Goods at Roland Berger Strategy Consultants, Germany and is especially familiar with the challenges and best practices in the marketing environment.
BJOERN BLOCHING is a partner of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany, and is responsible for the brand management practice.
KAI HOWALDT is the Head of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany and has 15 years of consulting experience on marketing strategy and implementation for global players in all industries.
ALAN MITCHELL is a well-known author and writer on brands, marketing, and improving customer value.
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