Nicholas Ind
Co-creating Brands
Brand Management from A Co-creative Perspective
Ebook (PDF Format)
Brand management and development has traditionally been regarded as the responsibility of the organization - they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organisation so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development.…
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Beschreibung
Brand management and development has traditionally been regarded as the responsibility of the organization - they design, produce and sell the brand, before delivering it to customers. Yet this approach can be needlessly restrictive, as the connective power of the internet and the desire of consumers to focus on experiences has reshaped branding. In this digital age, development occurs beyond the limits of the organisation so that, in many ways, brands are effectively co-created by consumers. Rather than lead, manage and control, contemporary managers have taken on the new tasks of listening, connecting and participating in brand development. The focus of brand management has shifted to the intersection between the organisation and its stakeholders. This changing environment must lead to a new paradigm of brand management: the 'co-creation perspective'. Co-Creating Brands is an accessible exploration of how co-created brands produce value and how the success of this approach can be measured and assured. The authors draw upon a wide array of international case studies and strategic models, which clearly demonstrate how to both effectively deliver this method and how to deal with the situational challenges and obstacles that can occur. If organisational leaders are willing to let go complete control of their brand and recognise the supportive culture of employees, customers and stake-holders, their brand can become an unstoppable marketing force.
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Produktdetails
Weitere Autoren: Schmidt, Holger J.
- ISBN: 978-1-4729-6227-0
- EAN: 9781472962270
- Produktnummer: 32977946
- Verlag: Bloomsbury UK
- Sprache: Englisch
- Erscheinungsjahr: 2019
- Seitenangabe: 336 S.
- Plattform: PDF
- Masse: 7'289 KB
Über den Autor
Nicholas Ind is Associate Professor at the Oslo School of Management and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. Before he joined Icon, Nicholas had his own branding consultancy in the UK, was a director of a design group and was an account director in an advertising agency. Nicholas is the author of 11 books.
22 weitere Werke von Nicholas Ind:
Brand Management from A Co-creative Perspective
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Brand Management from A Co-creative Perspective
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Brand Management from A Co-creative Perspective
Ebook (EPUB Format)
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