Brand Fusion : : Purpose-driven brand strategy / / Tom Williams, Terry Smith.
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-p...
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Superior document: | Title is part of eBook package: De Gruyter DG Plus DeG Package 2022 Part 1 |
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Place / Publishing House: | Berlin ;, Boston : : De Gruyter, , [2022] ©2022 |
Year of Publication: | 2022 |
Language: | English |
Online Access: | |
Physical Description: | 1 online resource (IX, 611 p.) |
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072 | 7 | |a BUS043000 |2 bisacsh | |
100 | 1 | |a Smith, Terry, |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
245 | 1 | 0 | |a Brand Fusion : |b Purpose-driven brand strategy / |c Tom Williams, Terry Smith. |
264 | 1 | |a Berlin ; |a Boston : |b De Gruyter, |c [2022] | |
264 | 4 | |c ©2022 | |
300 | |a 1 online resource (IX, 611 p.) | ||
336 | |a text |b txt |2 rdacontent | ||
337 | |a computer |b c |2 rdamedia | ||
338 | |a online resource |b cr |2 rdacarrier | ||
347 | |a text file |b PDF |2 rda | ||
505 | 0 | 0 | |t Frontmatter -- |t Contents -- |t Preface -- |t Section 1: Introduction to themes and conceptual frameworks -- |t Introduction -- |t 1 Overview -- |t Section 2: The foundations of theory and practice -- |t Introduction -- |t 2 Developing brand strategy: Roots, resources, relationships -- |t 3 Managing meaning: Social-dominant logic -- |t Section 3: The development of strategy -- |t Introduction -- |t 4 Managing the alignment of strategy: Purpose, proposition, and positioning -- |t 5 Managing customer-company fusion: Customer experience management -- |t 6 Managing strategic segmentation: Customer insights from data -- |t 7 Managing the customer journey: Strategic service approaches to the consumption experience -- |t 8 Managing the conversation: Integrated marketing communications -- |t 9 Managing brand equity: Tangible results from intangible assets -- |t Section 4: The application and purpose of practice -- |t Introduction -- |t 10 Legal & General: Inclusive capitalism – change, sustainability, and purpose -- |t 11 Inspired Villages: Purpose, values, & alignment -- |t 12 Small is beautiful: Big ambitions for SMEs -- |t 13 Festival of Thrift: Sustainability through brand community -- |t 14 Headspace: Immersive digital meditation and mindfulness -- |t 15 Freedome: Building franchise brand equity -- |t 16 University of Cumbria: Brand anchor, pledge, and persona -- |t 17 Dell Technologies: Person to person in B2B -- |t References -- |t Acronyms and Abbreviations -- |t List of Figures -- |t List of Tables -- |t Index |
506 | 0 | |a restricted access |u http://purl.org/coar/access_right/c_16ec |f online access with authorization |2 star | |
520 | |a Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand. | ||
530 | |a Issued also in print. | ||
538 | |a Mode of access: Internet via World Wide Web. | ||
546 | |a In English. | ||
588 | 0 | |a Description based on online resource; title from PDF title page (publisher's Web site, viewed 02. Mai 2023) | |
650 | 7 | |a BUSINESS & ECONOMICS / Marketing / General. |2 bisacsh | |
653 | |a Actionable customer insights. | ||
653 | |a Applied marketing research. | ||
653 | |a Brand purpose. | ||
653 | |a Integrated marketing. | ||
653 | |a Strategic brand management. | ||
700 | 1 | |a Williams, Tom, |e author. |4 aut |4 http://id.loc.gov/vocabulary/relators/aut | |
773 | 0 | 8 | |i Title is part of eBook package: |d De Gruyter |t DG Plus DeG Package 2022 Part 1 |z 9783110766820 |
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776 | 0 | |c EPUB |z 9783110718737 | |
776 | 0 | |c print |z 9783110718348 | |
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856 | 4 | 2 | |3 Cover |u https://www.degruyter.com/document/cover/isbn/9783110718638/original |
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