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Author: Nicholas Ind Publisher: Kogan Page Publishers ISBN: 0749478918 Category : Business & Economics Languages : en Pages : 225
Book Description
Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter.
Author: Nicholas Ind Publisher: Kogan Page Publishers ISBN: 0749478918 Category : Business & Economics Languages : en Pages : 225
Book Description
Internal branding is the cultural shift that occurs within an organization when employees become more customer-focused. By getting employees to truly commit to a brand's ideology internally, companies will find that their brand messages are conveyed externally much more effectively. Branding Inside Out is a multi-contributor text containing chapters from an array of senior professionals and academics, edited by the renowned branding expert and prolific author Nicholas Ind. Branding Inside Out contains both new thinking and new practice on internal branding. The new thinking chapters in the book feature original research on the principles that underpin effective internal branding programmes, while the new practice chapters provide examples of how such companies as Patagonia, NN Group and Adidas both attract new employees and build employee engagement. Taken together, these contributions and case studies form a vital book to help any marketer understand and implement successful internal branding programmes, and win the active involvement of their people. Online resources include supporting PowerPoint slides and case studies for each chapter.
Author: Rik Riezebos Publisher: Routledge ISBN: 113662709X Category : Business & Economics Languages : en Pages : 209
Book Description
Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
Author: Felicia Shakespeare Publisher: ISBN: 9781943343478 Category : Business & Economics Languages : en Pages : 158
Book Description
You Are Your Brand is a self-help book written for people from all walks of life: the entrepreneur, the person seeking their first job, the seasoned veteran, the college student and anyone wanting to grow a powerful, personal brand.
Author: Universal Design Studio Publisher: Phaidon ISBN: 9781838663056 Category : ARCHITECTURE Languages : en Pages : 312
Book Description
The debut monograph from award-winning and acclaimed architecture and interior design practice Universal Design Studio - and the perfect expression of this award-winning studio's ethos and approach: to design from the inside out
Author: G. Z. Brown Publisher: ISBN: Category : Architecture Languages : en Pages : 354
Book Description
Addressing the problems involved in making buildings responsive to environmental forces, this study investigates such factors as climate, site and building components through each stage of the design process. Emphasis is placed on the integration of enviro
Author: Srinivasan Siva Rao Publisher: Notion Press ISBN: 1648996922 Category : Business & Economics Languages : en Pages : 95
Book Description
MARKETING INSIDE OUT is for knowledge-seeking students and marketing enthusiasts, who are interested to learn and give impetus to their careers in the field of marketing. For budding and experienced professionals, this book is an useful companion to reinforce their understanding of marketing. In the recent years, online marketing and futuristic marketing gained a lot of traction. Some people have plunged into online marketing and futuristic marketing without having a solid understanding of marketing. This book is an easy guide that will help enhance their knowledge and understanding about marketing. Divided into various topics, this book provides holistic information on marketing concepts, frameworks, terminologies, advertising platforms, strategies, and metrics in simple words. This book also brings out the difference and the correct usage of the marketing terminologies that marketers interchangeably use. This book also touches upon the importance of economics, production strategies, inventory management, and consumer psychology that influence marketing strategies. To make the reading as well as the learning process interactive, the author has included interesting quizzes at the end of some chapters for readers to work on and get a better understanding of the marketing concepts.
Author: Elizabeth Sartain Publisher: John Wiley & Sons ISBN: 0470419555 Category : Business & Economics Languages : en Pages : 315
Book Description
In Brand from the Inside, Libby Sartain and Mark Schumann, branding experts who helped to build employer brands at Southwest Airlines and Yahoo!, describe this secret weapon for a business. The book gives leaders across an organization step-by-step instruction on how to motivate employees to consistently deliver the experience the customer brand promises. By building the employer brand from inside the business—ensuring consistent authenticity, substance, and voice throughout the business—any organization can unleash a powerful tool to emotionally engage employees and recruit and retain the best people.
Author: Rik Riezebos Publisher: Routledge ISBN: 1136627103 Category : Business & Economics Languages : en Pages : 206
Book Description
Positioning is hot. Not only in the realm of consumer goods manufacturers, but also for other companies, institutions, governments and even individual persons. An explosion of good quality products on the market and targeted media and advertising campaigns has led to an increasing interest from organizations as to how to strategically position their brand. Up to now, only a few books on positioning were published. Positioning the Brand picks up the gauntlet with an approach based on two fundamental choices: Firstly, the book was written from the perspective of the brand manager, and has therefore been shaped as a practical roadmap. Secondly, this book advocates a new stance on positioning, teaching the reader to look from the inside-out, instead of adopting the usual outside-in methodology. This inside-out approach departs from an analysis of the corporate identity, enabling better fulfilment of external positioning, and ensuring internal support. This book is intended for (future) managers, marketing professionals and communication professionals responsible for the commercial success and reputation of a brand. The contents have a practical set-up, reinforced by engaging examples, and enable the reader to individually complete a positioning process.
Author: Tim Andrews Publisher: Taylor & Francis ISBN: 1351756842 Category : Business & Economics Languages : en Pages : 238
Book Description
Cover -- Half Title -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- List of illustrations -- Acknowledgements -- 1. Introduction -- Foundations -- 2. Building brands: meaning, value, creation and clothing -- Understanding brand value -- Defining the brand -- Brand constituents -- Being the brand -- Clothing the brand -- 3. Developing the brand: focus, consistency and alignment -- Focus -- Consistency and the delivered promise -- Organizational consistency -- The frontline -- Organizing talent for brand consistency -- Frames for alignment: the VCI model -- 4. Marketing the brand: image extension and cross-border development -- Brand marketing -- Brand extensions: leverage and synergy -- Auditing the brand: the KUBE diagnostic -- Horizontal extensions -- Vertical brand extensions -- Unintended extensions -- Brand architecture -- Branding across borders -- International market entry -- International marketing adaptation -- 5. Understanding Asia: from the inside and out -- Asian hardware -- Asian software -- Asian socio-cultural norms: from the 'outside-in' -- Asian culture from the inside-out -- Corruption: elephants in the living room -- Illustrations -- 6. Brand expressions I: consumer products -- Building and competing -- Frontlining -- Marketing the brand -- CSR, ethics and (re-)gaining trust -- 7. Brand expressions II: services -- The hotel -- The hospital -- The airline -- IFM (integrated facilities management) -- AOS (any other service) -- 8. Postscript: destination Asia -- Revealing -- Building -- Communication -- Delivery -- References -- Index.
Author: Nicholas Ind
Author: Nicholas Ind
Author: Rik Riezebos
Author: Felicia Shakespeare
Author: Universal Design Studio
Author: 
Author: G. Z. Brown
Author: Srinivasan Siva Rao
Author: Elizabeth Sartain
Author: Rik Riezebos
Author: Tim Andrews