Wise family business
Subtitle: family identity steering brand success
By: Joachim Schwass, Anne-Catrin Glemser
Contributors: Glemser, Anne-Catrin, author
Published: 2016
Language: eng
Number of pages: 284
ISBN-13: 9781137585998
Subjects: Branding (Marketing); Brand name products; Management; Family-owned business enterprises
Description: Wise Family Business aims to help families in business to identify new and better ways of achieving longevity, sustainability and performance. The book presents ground-breaking new insights and practical examples from a range of growing family businesses in which the owning families are visible and, in most cases, have branded the business with their family name. This comprehensive and important study explores how family identity has the power to tie together families in business and leverage their values when developing and sharing the owners vision with their stakeholder communities. Developing a family business identity is key when building and managing an authentic, recognizable and trusted brand. It argues that family businesses that have successfully translated strong identities into strong brands are not only perceived as attractive employers but also add meaningful value to the business over generations. .
Notes: Includes bibliographical references and index.
Table of contents: title: Family Business Identity; title: The Nature of Family Business; title: Best Practices and Examples from Family Businesses; title: Overall Lessons and Analysis of the Company Cases; title: The Expert View: Proactive Communications: Building, Projecting and Preserving Reputation for Business Families and Family Businesses; title: Toolbox: A Process for Moving from Family Identity to Family Business Brand; title: Conclusion.