How to Transform Every Member of Your Organization into a Brand Champion

Auteur: Ind, Nicholas
Editeur: Kogan Page
Publication: 2007
Edition n°:
ISBN: 978-0-7494-5083-0
e-ISBN:
 
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Living the Brand is a practical book which shows how organizations can empower and enthuse employees to create 'brand champions'. This approach can enhance employee commitment, improve service standards and focus efforts to deliver business goals.

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.
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