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The brand chartering handbook : how brand organizations learn "living scripts / Chris Macrae and co-workers of the world class branding network.

By: Material type: TextTextSeries: EIU seriesPublisher: [London] : Harlow : Economist Intelligence Unit ; Addison-Wesley, [1996]Copyright date: ©1996Description: xii, 413 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0201877430
  • 9780201877434
Other title:
  • Brand chartering handbook : How brand organisations learn "living scripts
Subject(s): DDC classification:
  • 658.827
LOC classification:
  • HD69.B7 M328 1996
Contents:
Dedication -- Acknowledgement -- Forethoughts on revolutionary times for brand owners -- Overview -- Ch. 1. brand Essence -- Ch. 2. brand Identity System -- Ch. 3. brand Heritage/Friendship -- Ch. 4. brand Future News -- Ch. 5. brand Other Create -- Ch. 6. brand Masterbriefing -- Ch. 7. brand Quality and Value -- Ch. 8. brand Flow/Team Networking -- Ch. 9. brand Umbrella Connections -- Ch. 10. brand Other Management -- Ch. 11. brand Architect -- Ch. 12. brand Strategy Architect -- Ch. 13. brand Organization Architect -- Ch. 14. brand Drama of Leadership -- Ch. 15. brand Other Direct -- Ch. 16. Brand Chartering case study: glocal branding process -- ThinkPiece: 1 Brand Benchmarking -- ThinkPiece: 2 Workshop formats for Brand Chartering -- ThinkPiece: 3 A change list for the future marketing environment -- ThinkPiece: 4 Flexible companies (organizational structure for flexing change) -- ThinkPiece: 5 Peter Drucker's megatrends for the 1990s -- ThinkPiece: 6 Core Competences: belief and practice -- ThinkPiece: 7 Beyond departmental marketing -- ThinkPiece: 8 Strong views -- ThinkPiece: 9 BBC World Series articles on brand process -- ThinkPiece: 10 CEO audit of brand equity responsibilities -- ThinkPiece: 11 MELNET http://www.brad.ac.uk/branding/ -- Additional references -- Indices.
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Includes bibliographical references (pages 400-403) and index.

Dedication -- Acknowledgement -- Forethoughts on revolutionary times for brand owners -- Overview -- Ch. 1. brand Essence -- Ch. 2. brand Identity System -- Ch. 3. brand Heritage/Friendship -- Ch. 4. brand Future News -- Ch. 5. brand Other Create -- Ch. 6. brand Masterbriefing -- Ch. 7. brand Quality and Value -- Ch. 8. brand Flow/Team Networking -- Ch. 9. brand Umbrella Connections -- Ch. 10. brand Other Management -- Ch. 11. brand Architect -- Ch. 12. brand Strategy Architect -- Ch. 13. brand Organization Architect -- Ch. 14. brand Drama of Leadership -- Ch. 15. brand Other Direct -- Ch. 16. Brand Chartering case study: glocal branding process -- ThinkPiece: 1 Brand Benchmarking -- ThinkPiece: 2 Workshop formats for Brand Chartering -- ThinkPiece: 3 A change list for the future marketing environment -- ThinkPiece: 4 Flexible companies (organizational structure for flexing change) -- ThinkPiece: 5 Peter Drucker's megatrends for the 1990s -- ThinkPiece: 6 Core Competences: belief and practice -- ThinkPiece: 7 Beyond departmental marketing -- ThinkPiece: 8 Strong views -- ThinkPiece: 9 BBC World Series articles on brand process -- ThinkPiece: 10 CEO audit of brand equity responsibilities -- ThinkPiece: 11 MELNET http://www.brad.ac.uk/branding/ -- Additional references -- Indices.

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