UID:
almafu_9960772977802883
Format:
1 online resource (IX, 611 p.)
ISBN:
9783110718638
Content:
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 profi t with purpose, are sustainable, and create mutually benefi cial 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.
Note:
Frontmatter --
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Contents --
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Preface --
,
Section 1: Introduction to themes and conceptual frameworks --
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Introduction --
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1 Overview --
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Section 2: The foundations of theory and practice --
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Introduction --
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2 Developing brand strategy: Roots, resources, relationships --
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3 Managing meaning: Social-dominant logic --
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Section 3: The development of strategy --
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Introduction --
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4 Managing the alignment of strategy: Purpose, proposition, and positioning --
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5 Managing customer-company fusion: Customer experience management --
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6 Managing strategic segmentation: Customer insights from data --
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7 Managing the customer journey: Strategic service approaches to the consumption experience --
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8 Managing the conversation: Integrated marketing communications --
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9 Managing brand equity: Tangible results from intangible assets --
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Section 4: The application and purpose of practice --
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Introduction --
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10 Legal & General: Inclusive capitalism – change, sustainability, and purpose --
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11 Inspired Villages: Purpose, values, & alignment --
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12 Small is beautiful: Big ambitions for SMEs --
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13 Festival of Thrift: Sustainability through brand community --
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14 Headspace: Immersive digital meditation and mindfulness --
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15 Freedome: Building franchise brand equity --
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16 University of Cumbria: Brand anchor, pledge, and persona --
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17 Dell Technologies: Person to person in B2B --
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References --
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Acronyms and Abbreviations --
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List of Figures --
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List of Tables --
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Index
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Issued also in print.
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In English.
Additional Edition:
ISBN 9783110718737
Additional Edition:
ISBN 9783110718348
Language:
English
Subjects:
Economics
DOI:
10.1515/9783110718638
URL:
https://doi.org/10.1515/9783110718638
URL:
https://www.degruyter.com/isbn/9783110718638
URL:
https://doi.org/10.1515/9783110718638
URL:
https://www.degruyter.com/isbn/9783110718638
URL:
Volltext
(URL des Erstveröffentlichers)
URL:
Volltext
(URL des Erstveröffentlichers)
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