Inclusive Branding: The Why and How of a Holistic Approach to Brands
作者： Chris Ludlow , Klaus Schmidt , C. Ludlow
DOI:
关键词: Part iii 、 Corporate branding 、 Managing change 、 Corporate identity 、 Brand equity 、 Brand management 、 Marketing 、 Transparency (behavior) 、 Engineering
摘要: PART I: INCLUSIVE BRANDING: ROOTS AND REASONS From Cattle to Coke Brand or Corporate Identity? The Best of Both Worlds Environment: World Lessons from Real Life Research Meets Experience Case for a New Approach II: VISION INTO REALITY: THE HOLISTIC APPROACH Holistic Model Six Dimensions Management Balancing the A Decade Success III: PRESSING ISSUES, SOLUTIONS Challenge Global Big Issue: Cost Transparency Brand-Led Company Online Off? Managing Change Vision Thing Value IV: CASE HISTORIES Mercedes-Benz Orange BUPA Manchester United Virgin CMS Miele Dunlop Sport
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