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Create a Brand That Inspires
F. Joseph LePlaWolfgang Giehl
其他書名
How to Sell, Organize and Sustain Internal Branding
出版AuthorHouse, 2012-05-04
主題Business & Economics / General
ISBN14670395009781467039505
URLhttp://books.google.com.hk/books?id=zsvwJTr50wIC&hl=&source=gbs_api
EBookSAMPLE
註釋It takes strength to compete. Becoming a well-known and well-regarded brand enhances a companys strength. Internal brandingespecially in service industriesis essential for longevity, great competitive strength, and high financial value. Driven by a shared, authentic corporate culture and guided by top management, employees will build brand value in all their actions and interactions every day. Create a Brand That Inspires: How to Sell, Organize, and Sustain Internal Branding effectively addresses three core brand management challenges in readers organizations: selling the brand to senior management, organizing the brand on all management levels, and living the brand within each of the companys internal communities. The book includes sixteen international case studies complete with pictures, interviews and examples from a wide range of industries. The long-term, hands-on experience of the co-authors and their unique perspectives on how to successfully develop and manage internal branding make this study a rewarding read for executives, managers and team leaders.