This book bridges the gap between strengthening the "employee brand" and the building "external brand image" by synthesizing the two approaches. This practical, step-by-step guide is lavishly illustrated with case studies from over 100 blue chip companies including Amex, Barclays, Deutsche Bank, Goldman Sachs,BMW, Diageo, Gillette, GAP, L'Oreal, Philips Electronic, Unilever, and more. The authors paint a realistic picture of the branding and marketing issues facing business, then provide solutions. The result is a significant contributionto creativity, brand commitment, overall employee satisfaction, and a company's ability to attract and retain talent. INDICE: PROLOGUE. INTRODUCTION. PART I SETTING THE STAGE. 1 MARKET FORCES.2 EMERGING STRATEGIES TO ADDRESS MARKET FORCES. PART II A FRAMEWORK FOR COPING. 3 BRAND FRAMEWORK FOR BUILDING CONNECTIVE BRANDS. PART III CRITICAL SUCCESSFACTORS FOR MAKING IT HAPPEN. 4 PRACTICAL APPLICATIONS STAKEHOLDER ENGAGEMENT. 5 PRACTICAL APPLICATIONS THE PROCESS OF ALIGNMENT. EPILOGUE THE LAW OF THE SEVENTH GENERATION? INDEX.
- ISBN: 978-0-470-51240-1
- Editorial: John Wiley & Sons
- Encuadernacion: Cartoné
- Páginas: 380
- Fecha Publicación: 07/11/2008
- Nº Volúmenes: 1
- Idioma: Inglés