Connective branding
Subtitle: building brand equity in a demanding world
By: Claudia Fisher-Buttinger and Christine Vallaster.
Contributors: Vallaster, Christine, 1971-
Publisher: Wiley
Published: 2008
Place of publication: Hoboken, NJ
Language: eng
ISBN-13: 9780470512401
Subjects: Brand name products -- Management; Brand name products -- Valuation -- Management; Branding (Marketing); Corporate image
Notes: Includes bibliographical references and index.
Table of contents: title: Market forces; title: Emerging strategies to address market forces; title: Brand framework for building synchronised brands; title: Practical applications : brand engagement; title: Practical applications : the process of aligning brand promise and experience.