Brand Fusion : : Purpose-driven brand strategy /

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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Bibliographic Details
Superior document:Title is part of eBook package: De Gruyter DG Plus DeG Package 2022 Part 1
VerfasserIn:
Smith, Terry,
Williams, Tom,
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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Table of Contents:
  • Frontmatter
  • Contents
  • Preface
  • Section 1: Introduction to themes and conceptual frameworks
  • Introduction
  • 1 Overview
  • Section 2: The foundations of theory and practice
  • Introduction
  • 2 Developing brand strategy: Roots, resources, relationships
  • 3 Managing meaning: Social-dominant logic
  • Section 3: The development of strategy
  • Introduction
  • 4 Managing the alignment of strategy: Purpose, proposition, and positioning
  • 5 Managing customer-company fusion: Customer experience management
  • 6 Managing strategic segmentation: Customer insights from data
  • 7 Managing the customer journey: Strategic service approaches to the consumption experience
  • 8 Managing the conversation: Integrated marketing communications
  • 9 Managing brand equity: Tangible results from intangible assets
  • Section 4: The application and purpose of practice
  • Introduction
  • 10 Legal & General: Inclusive capitalism – change, sustainability, and purpose
  • 11 Inspired Villages: Purpose, values, & alignment
  • 12 Small is beautiful: Big ambitions for SMEs
  • 13 Festival of Thrift: Sustainability through brand community
  • 14 Headspace: Immersive digital meditation and mindfulness
  • 15 Freedome: Building franchise brand equity
  • 16 University of Cumbria: Brand anchor, pledge, and persona
  • 17 Dell Technologies: Person to person in B2B
  • References
  • Acronyms and Abbreviations
  • List of Figures
  • List of Tables
  • Index

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