Brand enigma
Subtitle: decoding the secrets of your brand
By: Duncan Bruce, David Harvey.
Contributors: Harvey, David, 1945-
Publisher: John Wiley & Sons
Published: 2008
Place of publication: Chichester, West Sussex, England; Hoboken, NJ
Language: eng
ISBN-13: 9780470779606
Subjects: Branding (Marketing); Business names; Corporate image; Organizational effectiveness; Creative ability in business
Notes: Includes bibliographical references and index.
Table of contents: title: Getting the best from this book; title: Nightmares and dreams: the new world of brands; title: Enduring myths, new challenges, and realities; title: How the brand dream process took shape; title: Fitting the pieces together: the brand dream model; title: Taking the brand dream medicine; title: Deconstructing brands: a new way of sussing out the competition; title: Engaging staff in the employer brand; title: A web of threats and opportunities; title: An inspirational approach to innovation; title: Renewing the dream.