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Moment of Truth

Redefining the CEO’s Brand Management Agenda

  • Authors
  • Andreas Bauer
  • Björn Bloching
  • Kai Howaldt
  • Alan Mitchell

Table of contents

  1. Front Matter
    Pages i-xv
  2. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 1-10
  3. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 11-28
  4. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 29-58
  5. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 59-65
  6. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 66-86
  7. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 87-118
  8. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 119-136
  9. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 137-146
  10. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 147-154
  11. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 155-166
  12. Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
    Pages 167-172
  13. Back Matter
    Pages 173-174

About this book

Introduction

The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.

Keywords

brand branding business business strategy management marketing organization strategy

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Finance, Business & Banking
Consumer Packaged Goods
Engineering