Inclusive Branding : The Why and How of a Holistic Approach to Brands
Klaus. Schmidt
Bok Engelsk 2002 · Electronic books.
| Utgitt | Basingstoke : : Palgrave Macmillan, , 2002.
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| Omfang | 1 online resource (225 p.)
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| Opplysninger | Description based upon print version of record.. - Cover; Contents; List of figures and tables; Acknowledgements; Foreword; 1 Inclusive Branding: Roots and Reasons; 2 Vision into Reality; 3 Pressing Issues, Inclusive Solutions; 4 In Real Life; 5 The Best or Nothing: Mercedes-Benz; 6 A Bright Brand Future: Orange; 7 Changing Preconceptions: BUPA; 8 A Team Approach: Manchester United; 9 A Brand Without Limits: Virgin; 10 A Professional Image: CMS; 11 Continuity Through Change: Miele; 12 Rejuvenating a Proud Brand: Dunlop Sport; Conclusion; Index. - Klaus Schmidt has been a pioneer in the concept and process of inclusive, or holistic, branding as an integral - indeed leading - element in corporate strategy. This book explains the genesis and characteristics of the holistic approach, including its dimensions, structure and methodology, then demonstrates its startling relevance to today's pressing global business issues. Compelling case studies from leading organisations in a variety of industries show the practical necessity of holistic brand thinking, and its results.
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| ISBN | 0333980794
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