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Moment of Truth

Moment of Truth

Redefining the CEO's Brand Management Agenda

A. Bauer, B. Bloching, K. Howaldt, A. Mitchell

Palgrave Macmillan
Publication date : 2005-12-12

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The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.

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About the book

Author

A. Bauer , B. Bloching , K. Howaldt , A. Mitchell

Imprint

Palgrave Macmillan

Collection

n.c

Publication date

2005-12-12

Pages

174 pages

Print ISBN

9781403998965

Language

English

Ebook informations

EAN PDF

9780230203884

Price

£43.99

Copy count 1

Print count 17

File size 13988 Ko

Informations accessibility

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About author(s)

A. Bauer

B. Bloching

K. Howaldt

A. Mitchell

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