Details

Connective Branding

Building Brand Equity in a Demanding World
1. Aufl.

von: Claudia Fisher, Christine Vallaster
32,99 €
Verlag:	Wiley
Format:	PDF
Veröffentl.:	01.04.2010
ISBN/EAN:	9780470740873
Sprache:	englisch
Anzahl Seiten:	380

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Beschreibungen

Titelbeschreibung

This book bridges the gap between strengthening the ‘employee brand’ and the building ‘external brand image’ by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account – either positive or negative. Examples of interactions include: the product itself, the purchasing process, the consumption experience, the ‘face’ of the organization, the call center, media etc. The real issue for the company is how to translate the optimized ‘ideal’ customer journey into effective company programmes, how to track their progress and their actual impact on brand equity, customer satisfaction and loyalty. This book takes a holistic view to brand management and distills this complex system into palatable chunks, involving all functions of the company. The book demonstrates the effect of an organization that facilitates and rewards employee brand commitment on ‘external brand equity (eg: customer satisfaction and loyalty) and ‘internal brand equity’ (eg: product improvement and innovation potential resident in the organization). While the more obvious benefits of this approach include the usual suspects such as increased sales and revenues, less obvious benefits include employee stress reduction through the elimination of tensions and incongruity between external and internal value systems. The result is a significant contribution to creativity, brand commitment, overall employee satisfaction and, finally, a company’s ability to attract and retain talent. The above is achieved via a very practical, step-by-step guide, lavishly illustrated with case studies from over 100 fascinating brands (the authors have researched and surveyed companies such as: Aer Lingus, BMW, BP, Deutsche Bank, Ducati, Edun, Google, innocent drinks, Lacoste, Lego, Manner, Maggi, Orange, Old Mutual, Rabobank, Sony, SOS Childrens Villages, Siemens, Thomas Sabo, TED/United, TUI, UBS, Vauxhall, Wal-Mart, Wikimedia, any many more) the authors are able to paint a very real picture of the issues facing business and provide powerful solutions. Refreshingly, this book draws on examples from across the globe, giving the book cultural depth. Each case helps demonstrate the arguments put forward by the authors. After reading this book the audience should be able to answer the following questions: <ul type="disc"> <li>How can I build a strong brand? Where do I start? Which analyses do I have to conduct? Who needs to be involved?</li> <li>How can I make sure every part of the organisation lives the brand?</li> <li>How can I revive the brand ? How can I create a new and relevant connection between the brand and key target audiences?</li> <li>How can I develop and expand the brand? How can future orientation become part of the brand?</li> <li>How can I best structure the brand portfolio? Which role should each of the brands adapt in order to optimise results?</li> <li>How do I best manage the brand? How do I cultivate and empower brand enthusiasts in the organisation? How do I foster and leverage networked collaboration?</li> </ul>

Inhaltsverzeichnis

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 SUCCESS FACTORS FOR MAKING IT HAPPEN. 4 PRACTICAL APPLICATIONS – STAKEHOLDER ENGAGEMENT. 5 PRACTICAL APPLICATIONS – THE PROCESS OF ALIGNMENT. EPILOGUE – THE LAW OF THE SEVENTH GENERATION? INDEX.

Autorenportrait

Dr Claudia Fisher is the founder of Lemontree Brand Strategy, a consulting firm based in Munich, Germany, and advises blue chip companies all over the world on high profile marketing and branding issues. She is the author of several articles on branding and has contributed to David Aaker’s latest book, Brand Portfolio Strategy. Claudia holds an MBA from the University of Chicago and a PhD in Marketing from the University of Innsbruck. Dr. Christine Vallaster is Research Fellow at the Marketing Department of the University of Giessen, Germany. She has published a number of articles in highly ranked academic journals such as Business Horizons, European Journal of Marketing, and the Harvard Business Manager (German Edition). She works as a consultant in the field of brand management and also speaks regularly at marketing conferences. Christine holds a PhD in Marketing from the University of Innsbruck.

Back cover copy

While traditional branding focuses on the creation of external image through one-way, often manipulative communication (i.e. advertising), Connective Branding is about living the brand and radiating its core principles outwards to fulfil the brand promise. This requires a different and more engaging communications paradigm where the brand is delivered through every point of interaction with every customer and stakeholder, and where the focus of branding shifts from products to the company behind the product. <a id="OLE_LINK2" name="OLE_LINK2"></a><a id="OLE_LINK1" name="OLE_LINK1"></a> “Fresh and fascinating with a host of in-depth best practice case studies. A must-read for every brand strategist, Connective Branding demonstrates how to accomplish the twin brand imperatives of brand engagement and brand alignment.” David Aaker, Vice Chairman of Prophet, Author of Brand Portfolio Strategy and Spanning Silos “Connective Branding presents a much broader view than traditional association-based branding. Presenting a brand as a set of values that must radiate outward to all stakeholders offers managers superb opportunities for enriching their brands. I highly recommend this original book.” Bernd Schmitt, Author of Customer Experience Management and Big Think Strategy “The foundations for brand building are changing radically. All the stakeholders of the brand are connected at a global scale expecting brands to engage in a responsible, transparent and customized dialogue with each of them. In this exciting book, Fisher and Vallaster take the reader through a compelling journey of how brands transform themselves in this new reality without loosing sense of who they are.” Majken Schultz, Copenhagen Business School, Co-Author of The Expressive Organisation and Taking Brand Initiative “I would challenge any marketer to read this review of managing Brands in the 21st Century and not change the way they approach brand building. Connective Branding does not claim to have all the answers (thank goodness –I hate being patronised) but it will certainly get you musing on how best to improve your brand strategy. If you are challenged by the principles raised here –what better way than that to leave that comfort zone of always doing the same old thing? Brand Management is Dead ... Long Live Brand Management!” Paul Harrison, Marketing Manager, General Motors “The days when branding was a function somewhere in the marketing department are over. Connective Branding explains in a systematic way the current and future challenges of branding with a broad and thoroughly researched spectrum of real life examples. After reading this book, you will not look at your brand the same way as you did before.” Marco Meyrat, CMO, Hilti Corporation “It’s refreshing to see the long-standing pillars of conventional branding tumble in Fisher and Vallaster’s text. In Connective Branding we consider the new rules for engaging stakeholders in the brand and for aligning brand promise with actual brand experience.” Rob BonDurant, Vice President of Marketing and Communications, Patagonia, Inc. “Today’s great companies understand that their success depends on nurturing a living brand that embodies company values at every level and through every interaction. Sound tough? It is. But Connective Branding will show you how essential it is for survival today, and how to successfully implement a living, strong brand in your organization.” Matt Gardan, Communications Manager, innocent drinks France