Kooperativer Bibliotheksverbund

UID:

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 -- , Contents -- , Preface -- , Section 1: Introduction to themes and conceptual frameworks -- , Introduction -- , 1 Overview -- , Section 2: The foundations of theory and practice -- , Introduction -- , 2 Developing brand strategy: Roots, resources, relationships -- , 3 Managing meaning: Social-dominant logic -- , Section 3: The development of strategy -- , Introduction -- , 4 Managing the alignment of strategy: Purpose, proposition, and positioning -- , 5 Managing customer-company fusion: Customer experience management -- , 6 Managing strategic segmentation: Customer insights from data -- , 7 Managing the customer journey: Strategic service approaches to the consumption experience -- , 8 Managing the conversation: Integrated marketing communications -- , 9 Managing brand equity: Tangible results from intangible assets -- , Section 4: The application and purpose of practice -- , Introduction -- , 10 Legal & General: Inclusive capitalism – change, sustainability, and purpose -- , 11 Inspired Villages: Purpose, values, & alignment -- , 12 Small is beautiful: Big ambitions for SMEs -- , 13 Festival of Thrift: Sustainability through brand community -- , 14 Headspace: Immersive digital meditation and mindfulness -- , 15 Freedome: Building franchise brand equity -- , 16 University of Cumbria: Brand anchor, pledge, and persona -- , 17 Dell Technologies: Person to person in B2B -- , References -- , Acronyms and Abbreviations -- , List of Figures -- , List of Tables -- , Index , Issued also in print. , 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: Volltext  (URL des Erstveröffentlichers)

URL: https://doi.org/10.1515/9783110718638

URL: https://www.degruyter.com/isbn/9783110718638

URL: Volltext  (URL des Erstveröffentlichers)

UID:

Format: X, 611 Seiten , Illustrationen

ISBN: 9783110718348

Additional Edition: Erscheint auch als Online-Ausgabe, PDF ISBN 978-3-11-071863-8

Additional Edition: Erscheint auch als Online-Ausgabe, EPUB ISBN 978-3-11-071873-7

Language: English

Subjects: Economics

Keywords: Markenpolitik

URL: https://www.degruyter.com/isbn/9783110718348

URL: https://d-nb.info/1246159872/04

Author information: Smith, Terry 1955-

UID:

Format: 1 Online-Ressource (X, 611 Seiten) , Illustrationen, Diagramme

ISBN: 9783110718638 , 9783110718737

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: In English

Additional Edition: ISBN 9783110718348

Additional Edition: Erscheint auch als Druck-Ausgabe Smith, Terry, 1955 - Brand fusion Berlin : De Gruyter, 2022 ISBN 9783110718348

Additional Edition: ISBN 3110718340

Language: English

Subjects: Economics

Keywords: Markenpolitik ; Marketing ; Strategisches Management

DOI: 10.1515/9783110718638

URL: lizenzpflichtig

URL: lizenzpflichtig

URL: Cover

Author information: Smith, Terry 1955-