10 Ergebnisse.

An essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs. Traditional approaches to brand management adopt an organizational perspective--the assumption is that the organization designs, produces and sells the brand, making a promise to customers and delivering on it. However, this view is limited. The power of the Internet to connect people and t...

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Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and...

Recent business scandals and the growth of globalization have contributed to a distrust of brands. Brands need to adapt to a wider social perspective to remain relevant and accepted. The authors here write about how managers can rethink assumptions about their brands and their marketing to the benefit of employees, customers and investors.

Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. Th...

Regardless of the service or products it provides, a company's corporate brand is responsible for its image and reputation in the minds of its products' consumers. And yet companies rarely focus on what leads to a successful corporate brand, concentrating their energy instead on their individual brand name products. In The Corporate Brand, Nicholas Ind argues strongly for a new focus on corporate brand development. Ind argues that organization...

A company's workforce is its most valuable asset. It is the employees who translate an organization's strategy into reality, interact with consumers, and determine the corporate brand. This updated edition of Living the Brand demonstrates how a participatory approach can enhance employee commitment, improve service standards, and focus effort to deliver business goals. This practical and inspirational book is about how organizations can empowe...

In this fascinating book, Nicholas Ind and Rune Bjerke go beyond 'living the brand'. They have devised an integrative framework to show how brand performance can follow a steeper trajectory. The strength of this book is its well argued framework and the use of numerous practical examples to bring the application to life. It's a delight to read such a well conceived book." --Leslie de Chernatony, Professor of Brand Marketing, Birmingham Univers...

We spend much of our waking time working, but sadly, most people are disappointed with what they do. In this book Nicholas Ind asks why we get bored and frustrated with our jobs and then suggests the attitudes and behaviour we should adopt to find fulfilment. Drawing on ideas from philosophy and business practice and illustrated with references to films, art and literature, Ind shows that people can find meaning if they engage with their jobs,...

The core idea of this book is that organisations exist to provide fulfilment. Why should one belong to, work for or contribute to an organisation if fulfilment cannot be achieved? Yet the reality of much of our organisational lives is one of disappointment. Too often organisations are remote abstractions. Here the argument is put forward that an organic organisation, where the individual and the organisation are already together, provides the ...