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Living the Brand : = How to Transform Every Member of Your Organization into a Brand Champion.

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
正題名/作者:	Living the Brand :/
其他題名:	How to Transform Every Member of Your Organization into a Brand Champion.
作者:	Ind, Nicholas.
面頁冊數:	1 online resource (226 pages)
標題:	Brand name products. -
電子資源:	Click to View
ISBN:	9780749441296

Living the Brand : = How to Transform Every Member of Your Organization into a Brand Champion.
Ind, Nicholas.

Living the Brand :How to Transform Every Member of Your Organization into a Brand Champion. - 2nd ed. - 1 online resource (226 pages)

Intro -- contents -- Introduction -- 1 I'm genuinely feeling groovy -- The story of Patagonia -- The environmental cause -- Chip is the brand -- In Patagonia -- Summary -- Notes -- 2 Living brands -- Defining brands -- Corporate brands -- People -- Summary -- Notes -- 3 Why people need vision and values -- Why we go to work -- Summary -- Notes -- 4 Why organizations need purpose and values -- A new model -- Empowerment -- The value of ideology -- Attracting and retaining people -- Certainty and uncertainty -- The barriers -- Summary -- Notes -- 5 Defining the brand -- A search for truth -- The definition process: why simplicity and participation matter -- Participation and managerial succession -- Participation and fair process -- The 'B' word -- An integrated approach -- Conducting research -- Using the research -- UNICEF -- Baxter International -- Rabobank -- Structuring the brand idea -- Words, words, words11 -- Summary -- Notes -- 6 Bringing the brand to life -- Actions of management -- Brand books, games and videos -- Brand champions -- Brand workshops -- Events -- Human resources -- Internal communications -- External Communications -- Extranets -- Branding on the Internet -- Summary -- Notes -- 7 Sustaining the brand: stories and myths -- Why stories? -- Effective stories -- Storytelling at Nike -- The right stories -- Summary -- Notes -- 8 Measuring success -- Evaluating intellectual capital -- Evaluating brand commitment -- The external perspective -- The ROIT alternative -- Analysing the results -- The brand report -- Summary -- Notes -- 9 Managing the brand -- Individuality -- Identification -- Corporate trauma -- Whose responsibility? -- Summary -- Notes -- 10 Conclusion -- Being imaginative -- Being authentic -- Being courageous -- Empowering -- Index.

This edition of 'Living the Brand' shows how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This practical book is about how organisations can empower and enthuse their employees to create 'brand champions'.

ISBN: 9780749441296Subjects--Topical Terms:

557929
Brand name products.
Index Terms--Genre/Form:

554714
Electronic books.

LC Class. No.: HD69.B7 I533 2004eb

Dewey Class. No.: 658.827

Living the Brand : = How to Transform Every Member of Your Organization into a Brand Champion.
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505 0 $a Intro -- contents -- Introduction -- 1 I'm genuinely feeling groovy -- The story of Patagonia -- The environmental cause -- Chip is the brand -- In Patagonia -- Summary -- Notes -- 2 Living brands -- Defining brands -- Corporate brands -- People -- Summary -- Notes -- 3 Why people need vision and values -- Why we go to work -- Summary -- Notes -- 4 Why organizations need purpose and values -- A new model -- Empowerment -- The value of ideology -- Attracting and retaining people -- Certainty and uncertainty -- The barriers -- Summary -- Notes -- 5 Defining the brand -- A search for truth -- The definition process: why simplicity and participation matter -- Participation and managerial succession -- Participation and fair process -- The 'B' word -- An integrated approach -- Conducting research -- Using the research -- UNICEF -- Baxter International -- Rabobank -- Structuring the brand idea -- Words, words, words11 -- Summary -- Notes -- 6 Bringing the brand to life -- Actions of management -- Brand books, games and videos -- Brand champions -- Brand workshops -- Events -- Human resources -- Internal communications -- External Communications -- Extranets -- Branding on the Internet -- Summary -- Notes -- 7 Sustaining the brand: stories and myths -- Why stories? -- Effective stories -- Storytelling at Nike -- The right stories -- Summary -- Notes -- 8 Measuring success -- Evaluating intellectual capital -- Evaluating brand commitment -- The external perspective -- The ROIT alternative -- Analysing the results -- The brand report -- Summary -- Notes -- 9 Managing the brand -- Individuality -- Identification -- Corporate trauma -- Whose responsibility? -- Summary -- Notes -- 10 Conclusion -- Being imaginative -- Being authentic -- Being courageous -- Empowering -- Index.
520 $a This edition of 'Living the Brand' shows how a participatory approach can enhance employee commitment, improve service standards and focus effort to deliver business goals. This practical book is about how organisations can empower and enthuse their employees to create 'brand champions'.
588 $a Description based on publisher supplied metadata and other sources.
590 $a Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2022. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
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