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Author: Robinson, Tim,,1935-

Cover is for reference only

Inclusive branding The why and how of a holistic approach to brands /

'Well designed, easy to use and proves it point with real-life studies ... we tested it (the approach) and found it delivered strong results, quickly.' - Marketing.

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Bibliographic Details
Main Authors: Schmidt, Klaus.
Group Author: Ludlow, Chris.
Published:
Literature type: Electronic Software eBook
Language: English
Subjects:
Sales & marketing.
Business and Management.
Online Access: https://link.springer.com/book/10.1057/9780230513297
Summary: 'Well designed, easy to use and proves it point with real-life studies ... we tested it (the approach) and found it delivered strong results, quickly.' - Marketing.
Item Description: Ebook.
Originally published in: 2002.
Carrier Form: 224 p.
ISBN: 9780333980798
9780230513297 :
0230513298 :
CLC: F713.5
F760.5
Contents: PART I: INCLUSIVE BRANDING: ROOTS AND REASONS From Cattle to Coke Brand or Corporate Identity? The Best of Both Worlds Brand Environment: The World Lessons from Real Life Research Meets Experience The Case for a New Approach PART II: VISION INTO REALITY: THE HOLISTIC APPROACH The Holistic Brand Model The Six Dimensions Holistic Brand Management Balancing the Dimensions A Decade of Success PART III: PRESSING ISSUES, HOLISTIC SOLUTIONS The Challenge of the Global Brand The Big Issue: Cost Transparency The Brand-Led Company Online or Off? Managing Change The Vision Thing Brand Value PART IV: THE CASE HISTORIES Mercedes-Benz Orange BUPA Manchester United Virgin CMS Miele Dunlop Sport.

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