Connective branding: building brand equity in a demanding world
Saved in:
| Main Author: | |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Chichester, England
Wiley
©2008
|
| Subjects: | |
| Online Access: | FRO01 UBG01 Volltext |
| Item Description: | Includes bibliographical references and index 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 tran |
| Physical Description: | 1 Online-Ressource (xxi, 358 pages) |
| ISBN: | 9781119208396 1119208394 9780470740873 0470740876 9780470512401 |
Staff View
MARC
| LEADER | 00000nmm a2200000zc 4500 | ||
|---|---|---|---|
| 001 | BV043391913 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | cr|uuu---uuuuu | ||
| 008 | 160222s2008 |||| o||u| ||||||eng d | ||
| 020 | |a 9781119208396 |c electronic bk. |9 978-1-119-20839-6 | ||
| 020 | |a 1119208394 |c electronic bk. |9 1-119-20839-4 | ||
| 020 | |a 9780470740873 |c electronic bk. |9 978-0-470-74087-3 | ||
| 020 | |a 0470740876 |c electronic bk. |9 0-470-74087-6 | ||
| 020 | |a 9780470512401 |c alk. paper |9 978-0-470-51240-1 | ||
| 024 | 7 | |a 10.1002/9781119208396 |2 doi | |
| 035 | |a (ZDB-35-WIC)ocn649476979 | ||
| 035 | |a (OCoLC)839024296 | ||
| 035 | |a (DE-599)BVBBV043391913 | ||
| 040 | |a DE-604 |b ger |e aacr | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-861 | ||
| 082 | 0 | |a 658.8/27 |2 22 | |
| 100 | 1 | |a Fisher-Buttinger, Claudia |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Connective branding |b building brand equity in a demanding world |c Claudia Fisher-Buttinger and Christine Vallaster |
| 264 | 1 | |a Chichester, England |b Wiley |c ©2008 | |
| 300 | |a 1 Online-Ressource (xxi, 358 pages) | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b c |2 rdamedia | ||
| 338 | |b cr |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 500 | |a 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 tran | ||
| 650 | 4 | |a Business | |
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a Brand name products / Management |2 fast | |
| 650 | 7 | |a Brand name products / Valuation / Management |2 fast | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Corporate image |2 fast | |
| 650 | 7 | |a Markenartikel |2 stw | |
| 650 | 7 | |a Markenpolitik |2 stw | |
| 650 | 7 | |a Erfolgsfaktor |2 stw | |
| 650 | 7 | |a Stakeholder |2 stw | |
| 650 | 7 | |a Marketing |2 swd | |
| 650 | 7 | |a Markenname |2 swd | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Brand name products / Management | |
| 650 | 4 | |a Brand name products / Valuation / Management | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Corporate image | |
| 650 | 0 | 7 | |a Corporate Identity |0 (DE-588)4193565-2 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Strategisches Management |0 (DE-588)4124261-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Stakeholder |0 (DE-588)4300861-6 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Markenpolitik |0 (DE-588)4144679-3 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Markenpolitik |0 (DE-588)4144679-3 |D s |
| 689 | 0 | 1 | |a Strategisches Management |0 (DE-588)4124261-0 |D s |
| 689 | 0 | 2 | |a Corporate Identity |0 (DE-588)4193565-2 |D s |
| 689 | 0 | 3 | |a Stakeholder |0 (DE-588)4300861-6 |D s |
| 689 | 0 | |8 1\p |5 DE-604 | |
| 700 | 1 | |a Vallaster, Christine |e Sonstige |4 oth | |
| 856 | 4 | 0 | |u https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396 |x Verlag |z URL des Erstveröffentlichers |3 Volltext |
| 912 | |a ZDB-35-WIC | ||
| 940 | 1 | |q UBG_PDA_WIC | |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-028810497 | ||
| 883 | 1 | |8 1\p |a cgwrk |d 20201028 |q DE-101 |u https://d-nb.info/provenance/plan#cgwrk | |
| 966 | e | |u https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396 |l FRO01 |p ZDB-35-WIC |q FRO_PDA_WIC |x Verlag |3 Volltext | |
| 966 | e | |u https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396 |l UBG01 |p ZDB-35-WIC |q UBG_PDA_WIC |x Verlag |3 Volltext | |
Record in the Search Index
| _version_ | 1804175967750455296 |
|---|---|
| any_adam_object | |
| author | Fisher-Buttinger, Claudia |
| author_facet | Fisher-Buttinger, Claudia |
| author_role | aut |
| author_sort | Fisher-Buttinger, Claudia |
| author_variant | c f b cfb |
| building | Verbundindex |
| bvnumber | BV043391913 |
| collection | ZDB-35-WIC |
| ctrlnum | (ZDB-35-WIC)ocn649476979 (OCoLC)839024296 (DE-599)BVBBV043391913 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>03667nmm a2200757zc 4500</leader><controlfield tag="001">BV043391913</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">cr|uuu---uuuuu</controlfield><controlfield tag="008">160222s2008 |||| o||u| ||||||eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781119208396</subfield><subfield code="c">electronic bk.</subfield><subfield code="9">978-1-119-20839-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">1119208394</subfield><subfield code="c">electronic bk.</subfield><subfield code="9">1-119-20839-4</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780470740873</subfield><subfield code="c">electronic bk.</subfield><subfield code="9">978-0-470-74087-3</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0470740876</subfield><subfield code="c">electronic bk.</subfield><subfield code="9">0-470-74087-6</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780470512401</subfield><subfield code="c">alk. paper</subfield><subfield code="9">978-0-470-51240-1</subfield></datafield><datafield tag="024" ind1="7" ind2=" "><subfield code="a">10.1002/9781119208396</subfield><subfield code="2">doi</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(ZDB-35-WIC)ocn649476979</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)839024296</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV043391913</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-861</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/27</subfield><subfield code="2">22</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Fisher-Buttinger, Claudia</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Connective branding</subfield><subfield code="b">building brand equity in a demanding world</subfield><subfield code="c">Claudia Fisher-Buttinger and Christine Vallaster</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Chichester, England</subfield><subfield code="b">Wiley</subfield><subfield code="c">©2008</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">1 Online-Ressource (xxi, 358 pages)</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">c</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">cr</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">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 tran</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Business</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">BUSINESS & ECONOMICS / Advertising & Promotion</subfield><subfield code="2">bisacsh</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Brand name products / Management</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Brand name products / Valuation / Management</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Branding (Marketing)</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Corporate image</subfield><subfield code="2">fast</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Markenartikel</subfield><subfield code="2">stw</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Markenpolitik</subfield><subfield code="2">stw</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Erfolgsfaktor</subfield><subfield code="2">stw</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Stakeholder</subfield><subfield code="2">stw</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Marketing</subfield><subfield code="2">swd</subfield></datafield><datafield tag="650" ind1=" " ind2="7"><subfield code="a">Markenname</subfield><subfield code="2">swd</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Wirtschaft</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Brand name products / Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Brand name products / Valuation / Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Branding (Marketing)</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Corporate image</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Corporate Identity</subfield><subfield code="0">(DE-588)4193565-2</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Strategisches Management</subfield><subfield code="0">(DE-588)4124261-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Stakeholder</subfield><subfield code="0">(DE-588)4300861-6</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Markenpolitik</subfield><subfield code="0">(DE-588)4144679-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Strategisches Management</subfield><subfield code="0">(DE-588)4124261-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="2"><subfield code="a">Corporate Identity</subfield><subfield code="0">(DE-588)4193565-2</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="3"><subfield code="a">Stakeholder</subfield><subfield code="0">(DE-588)4300861-6</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="8">1\p</subfield><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Vallaster, Christine</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2="0"><subfield code="u">https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396</subfield><subfield code="x">Verlag</subfield><subfield code="z">URL des Erstveröffentlichers</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="912" ind1=" " ind2=" "><subfield code="a">ZDB-35-WIC</subfield></datafield><datafield tag="940" ind1="1" ind2=" "><subfield code="q">UBG_PDA_WIC</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-028810497</subfield></datafield><datafield tag="883" ind1="1" ind2=" "><subfield code="8">1\p</subfield><subfield code="a">cgwrk</subfield><subfield code="d">20201028</subfield><subfield code="q">DE-101</subfield><subfield code="u">https://d-nb.info/provenance/plan#cgwrk</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396</subfield><subfield code="l">FRO01</subfield><subfield code="p">ZDB-35-WIC</subfield><subfield code="q">FRO_PDA_WIC</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield><datafield tag="966" ind1="e" ind2=" "><subfield code="u">https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396</subfield><subfield code="l">UBG01</subfield><subfield code="p">ZDB-35-WIC</subfield><subfield code="q">UBG_PDA_WIC</subfield><subfield code="x">Verlag</subfield><subfield code="3">Volltext</subfield></datafield></record></collection> |
| id | DE-604.BV043391913 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:24:42Z |
| institution | BVB |
| isbn | 9781119208396 1119208394 9780470740873 0470740876 9780470512401 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028810497 |
| oclc_num | 649476979 839024296 |
| open_access_boolean | |
| owner | DE-861 |
| owner_facet | DE-861 |
| physical | 1 Online-Ressource (xxi, 358 pages) |
| psigel | ZDB-35-WIC UBG_PDA_WIC ZDB-35-WIC FRO_PDA_WIC ZDB-35-WIC UBG_PDA_WIC |
| publishDate | 2008 |
| publishDateSearch | 2008 |
| publishDateSort | 2008 |
| publisher | Wiley |
| record_format | marc |
| spelling | Fisher-Buttinger, Claudia Verfasser aut Connective branding building brand equity in a demanding world Claudia Fisher-Buttinger and Christine Vallaster Chichester, England Wiley ©2008 1 Online-Ressource (xxi, 358 pages) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index 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 tran Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products / Management fast Brand name products / Valuation / Management fast Branding (Marketing) fast Corporate image fast Markenartikel stw Markenpolitik stw Erfolgsfaktor stw Stakeholder stw Marketing swd Markenname swd Wirtschaft Brand name products / Management Brand name products / Valuation / Management Branding (Marketing) Corporate image Corporate Identity (DE-588)4193565-2 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Stakeholder (DE-588)4300861-6 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Strategisches Management (DE-588)4124261-0 s Corporate Identity (DE-588)4193565-2 s Stakeholder (DE-588)4300861-6 s 1\p DE-604 Vallaster, Christine Sonstige oth https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396 Verlag URL des Erstveröffentlichers Volltext 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Fisher-Buttinger, Claudia Connective branding building brand equity in a demanding world Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products / Management fast Brand name products / Valuation / Management fast Branding (Marketing) fast Corporate image fast Markenartikel stw Markenpolitik stw Erfolgsfaktor stw Stakeholder stw Marketing swd Markenname swd Wirtschaft Brand name products / Management Brand name products / Valuation / Management Branding (Marketing) Corporate image Corporate Identity (DE-588)4193565-2 gnd Strategisches Management (DE-588)4124261-0 gnd Stakeholder (DE-588)4300861-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4193565-2 (DE-588)4124261-0 (DE-588)4300861-6 (DE-588)4144679-3 |
| title | Connective branding building brand equity in a demanding world |
| title_auth | Connective branding building brand equity in a demanding world |
| title_exact_search | Connective branding building brand equity in a demanding world |
| title_full | Connective branding building brand equity in a demanding world Claudia Fisher-Buttinger and Christine Vallaster |
| title_fullStr | Connective branding building brand equity in a demanding world Claudia Fisher-Buttinger and Christine Vallaster |
| title_full_unstemmed | Connective branding building brand equity in a demanding world Claudia Fisher-Buttinger and Christine Vallaster |
| title_short | Connective branding |
| title_sort | connective branding building brand equity in a demanding world |
| title_sub | building brand equity in a demanding world |
| topic | Business BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Brand name products / Management fast Brand name products / Valuation / Management fast Branding (Marketing) fast Corporate image fast Markenartikel stw Markenpolitik stw Erfolgsfaktor stw Stakeholder stw Marketing swd Markenname swd Wirtschaft Brand name products / Management Brand name products / Valuation / Management Branding (Marketing) Corporate image Corporate Identity (DE-588)4193565-2 gnd Strategisches Management (DE-588)4124261-0 gnd Stakeholder (DE-588)4300861-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Business BUSINESS & ECONOMICS / Advertising & Promotion Brand name products / Management Brand name products / Valuation / Management Branding (Marketing) Corporate image Markenartikel Markenpolitik Erfolgsfaktor Stakeholder Marketing Markenname Wirtschaft Corporate Identity Strategisches Management |
| url | https://onlinelibrary.wiley.com/doi/book/10.1002/9781119208396 |
| work_keys_str_mv | AT fisherbuttingerclaudia connectivebrandingbuildingbrandequityinademandingworld AT vallasterchristine connectivebrandingbuildingbrandequityinademandingworld |