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
Author information:
Smith, Terry 1955-
