Moment of Truth
Redefining the CEO's Brand Management Agenda| By: | A. Bauer; B. Bloching; K. Howaldt; A. Mitchell |
| Publisher: | Springer Nature |
| Print ISBN: | 9781403998965 |
| eText ISBN: | 9780230203884 |
| Edition: | 0 |
| Copyright: | 2006 |
| Format: | Page Fidelity |
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Table of Contents
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.