Connective Branding: Building Brand Equity in a Demanding World

by Christine Vallaster, Claudia Fisher-Buttinger, Cláudia Fisher

This book bridges the gap between strengthening the 'employee brand' and the building 'external brand image' by synthesizing the two approaches. The result is a blurring of the boundaries and assigning creative powers to both. A customer has a number of interactions with the company, and each of these interactions has an impact on the brand equity account - either positive or negative. Examples of interactions include: the product itself, the purchasing...

• Format: Hardcover
• Language: English
• ISBN: 0470512407
• ISBN13: 9780470512401
• Release Date: December 2008
• Publisher: Wiley
• Length: 358 Pages
• Weight: 1.55 lbs.
• Dimensions: 1.2" x 6.1" x 9.1"