Brand champions
Subtitle: how superheroes bring brands to life
By: Ian P Buckingham
Publisher: Palgrave Macmillan
Published: 2011
Place of publication: New York
Language: eng
ISBN-13: 9780230220324
Subjects: BUSINESS & ECONOMICS / Marketing / Direct; Brand name products; BUSINESS & ECONOMICS / Advertising & Promotion; Branding (Marketing); BUSINESS & ECONOMICS / Marketing / General; Case studies
Description: "A case-study based guide which showcases the individuals within organizations who nurture and sustain brands and bring them to life through their everyday performance. Critical enough to remain credible yet overwhelmingly positive, it is a charismatic illustration of how to achieve true brand engagement"--
Notes: Includes index.
Table of contents: title: Machine generated contents note:; title: Introduction and Context; title: Case Studies on Values-based Brand Engagement; title: Brand Stories From The Front Line Champions; title: Brand Stories From The Engine Room; title: The DNA of a Brand Champion what does it take?; title: Conclusions, Key Learnings Overall and Launch of the Search for Brand Champions competition.