UID:
almafu_9960772977802883
Umfang:
1 online resource (IX, 611 p.)
ISBN:
9783110718638
Inhalt:
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.
Anmerkung:
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.
Weitere Ausg.:
ISBN 9783110718737
Weitere Ausg.:
ISBN 9783110718348
Sprache:
Englisch
Fachgebiete:
Wirtschaftswissenschaften
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)
