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Smith / Williams

Smith, T: Brand Fusion

Medium: Buch
ISBN: 978-3-11-071834-8
Verlag: De Gruyter
Erscheinungstermin: 05.07.2022
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Finalist in the Business: Marketing & Advertising category of the Best Book Awards 2023 awarded by American Book Fest and also in the Marketing - Branding category of the Goody Business Book Awards 2023 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 profit with purpose, are sustainable, and create mutually beneficial 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.

Produkteigenschaften


  • Artikelnummer: 9783110718348
  • Medium: Buch
  • ISBN: 978-3-11-071834-8
  • Verlag: De Gruyter
  • Erscheinungstermin: 05.07.2022
  • Sprache(n): Englisch
  • Auflage: 1. Auflage 2022
  • Serie: Business & economics
  • Produktform: Kartoniert
  • Gewicht: 1038 g
  • Seiten: 611
  • Format (B x H): 170 x 240 mm
  • Ausgabetyp: Kein, Unbekannt

Autoren/Hrsg.

Autoren

Smith, Terry

Williams, Tom

Chapter 1 Overview Section 2 The Foundations of Theory and Practice Chapter 2 Developing brand strategy: roots, resources and relationships Chapter 3 Managing meaning: social dominant logic Section 3 The Development of Strategy Chapter 4 Managing the alignment of strategy: purpose, proposition and positioning Chapter 5 Managing customer-company fusion: customer experience management Chapter 6 Managing strategic segementation: customer insights from data Chapter 7 Managing the customer journey: strategic service approaches to the consumption experience Chapter 8 Managing the conversation: integrated marketing communications Chapter 9 Managing brand equity: tangbile results from intangible assets Section 4 The Application of Purpose and Practice Chapter 10 Legal & Genereal: inclusive capitalism - change, sustainability and purpose Chapter 11 Inspired Villlages: purpose, values and alignment Chapter 12 Small is beautiful: big ambitions for SMEs Chapter 13 Festival of Thrift: sustainability through brand community Chapter 14 Headspace: immersive digital meditation and mindfulness Chapter 15: Freedome: building franchise equity Chapter 16 University of Cumbria: brand anchor, pledge and persona Chapter 17 Dell Technologies: person to person in B2B