Brand transformation: transforming firm performance by disruptive, pragmatic and achievable brand strategy
"To be of value to firms, branding must operate in the 'real' world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference. This...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
Abingdon, Oxon
Routledge
2018
|
| Schlagworte: | |
| Online-Zugang: | URL des Erstveroeffentlichers |
| Zusammenfassung: | "To be of value to firms, branding must operate in the 'real' world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm's branding performance, without disrupting and derailing day-to-day business. It shows how to make practical, 'best-fit' branding changes and implement focussed branding activity to deliver a firm's commercial objectives. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding, by implementing improvements to six critical components of branding performance. The book not only presents new and different insights, it importantly contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm's branding. The text includes a set of six widely occurring firm 'typologies' and practical immediate activity on which to base a firm's brand transformation plan. This text is essential reading for final year marketing undergraduates and postgraduate students of marketing, practising marketers and general managers"--Provided by publisher |
| Beschreibung: | Description based on print version record and CIP data provided by publisher |
| Beschreibung: | 1 online resource |
| ISBN: | 9781351662550 1351662554 9781315160450 1315160455 9781351662567 1351662562 9781351662543 1351662546 |
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Datensatz im Suchindex
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| author | Glanfield, Keith |
| author_facet | Glanfield, Keith |
| author_role | aut |
| author_sort | Glanfield, Keith |
| author_variant | k g kg |
| building | Verbundindex |
| bvnumber | BV047011410 |
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| ctrlnum | (ZDB-7-TFC)9781351662550 (DE-599)BVBBV047011410 |
| 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 |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T15:58:10Z |
| indexdate | 2024-07-10T09:00:05Z |
| institution | BVB |
| isbn | 9781351662550 1351662554 9781315160450 1315160455 9781351662567 1351662562 9781351662543 1351662546 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032418947 |
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| physical | 1 online resource |
| psigel | ZDB-7-TFC |
| publishDate | 2018 |
| publishDateSearch | 2018 |
| publishDateSort | 2018 |
| publisher | Routledge |
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| spelling | Glanfield, Keith Verfasser aut Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy Keith Glanfield Abingdon, Oxon Routledge 2018 1 online resource txt rdacontent c rdamedia cr rdacarrier Description based on print version record and CIP data provided by publisher "To be of value to firms, branding must operate in the 'real' world, not a theoretical one, unlocking latent commercial potential and delivering tangible business results. The imperative is to change as you go, making simple branding changes that deliver a commercial difference. This radical new textbook combines best practice, research and theory to teach how to accelerate a firm's branding performance, without disrupting and derailing day-to-day business. It shows how to make practical, 'best-fit' branding changes and implement focussed branding activity to deliver a firm's commercial objectives. Structured around a brand transformation template, Brand Transformation demonstrates how to make pragmatic changes to branding, by implementing improvements to six critical components of branding performance. The book not only presents new and different insights, it importantly contains a set of diagnostic questions, frameworks, tools and templates to design implementable changes to a firm's branding. The text includes a set of six widely occurring firm 'typologies' and practical immediate activity on which to base a firm's brand transformation plan. This text is essential reading for final year marketing undergraduates and postgraduate students of marketing, practising marketers and general managers"--Provided by publisher Branding (Marketing) / Management Organizational change https://www.taylorfrancis.com/books/9781315160450 Verlag URL des Erstveroeffentlichers Volltext |
| spellingShingle | Glanfield, Keith Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy Branding (Marketing) / Management Organizational change |
| title | Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy |
| title_auth | Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy |
| title_exact_search | Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy |
| title_exact_search_txtP | Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy |
| title_full | Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy Keith Glanfield |
| title_fullStr | Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy Keith Glanfield |
| title_full_unstemmed | Brand transformation transforming firm performance by disruptive, pragmatic and achievable brand strategy Keith Glanfield |
| title_short | Brand transformation |
| title_sort | brand transformation transforming firm performance by disruptive pragmatic and achievable brand strategy |
| title_sub | transforming firm performance by disruptive, pragmatic and achievable brand strategy |
| topic | Branding (Marketing) / Management Organizational change |
| topic_facet | Branding (Marketing) / Management Organizational change |
| url | https://www.taylorfrancis.com/books/9781315160450 |
| work_keys_str_mv | AT glanfieldkeith brandtransformationtransformingfirmperformancebydisruptivepragmaticandachievablebrandstrategy |