Living the brand : how to transform every member of your organization into a brand champion

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Title:

Living the brand : how to transform every member of your organization into a brand champion

Author:

Ind, Nicholas.

ISBN:

9780749450830

9780749441296

Personal Author:

Ind, Nicholas.

Edition:

3rd ed.

Publication Information:

London ; Philadelphia : Kogan Page, 2007.

Physical Description:

200 pages : illustrations ; 24 cm

General Note:

Includes index.

Contents:

Introduction -- I'm genuinely feeling groovy -- Living brands -- Why people need vision and values -- Why organizations need purpose and values -- Defining the brand -- Bringing the brand to life -- Sustaining the brand : stories and myths -- Measuring success -- Managing the brand -- Conclusion.

Abstract:

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'.

Subject Term:

Brand name products.

Business names.

Management -- Employee participation.

Corporate image.

Brand name products. (OCoLC)fst00837883

Business names. (OCoLC)fst00842797

Corporate image. (OCoLC)fst00879659

Management -- Employee participation. (OCoLC)fst01007168

Markenpolitik. (DE-588)4144679-3

Electronic Access:

Table of contents http://catdir.loc.gov/catdir/toc/fy0802/2007036040.html

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:VGCT	1:GEN-BOOK	000035710	658.827 IND	1	Searching... Unknown

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Summary

Your company's workforce is its most valuable asset. It is the employees who translate your organization's strategy into reality, interact with consumers and determine the corporate brand.

Living the Brand demonstrates how you can empower and enthuse your employees to create "brand champions". This approach enhances employee commitment, improves service standards and focuses efforts to deliver business goals.

This practical, inspirational book shows you that employees flourish in organizations where they identify with the brand, and organizations flourish when the brand has relevance and creates meaning.

Using original international case studies, such as IBM, SAS Airlines, UNICEF, Apple and Nike, Living the Brand shows you how to make this happen, through research, training, communication, management and review. It examines the nature of branding and why people have become such important definers of their brand.

Living the Brand is a CarbonNeutral® publication. To offset the carbon dioxide emissions generated in the book's production, native trees have been planted with Future Forests.