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.
- ISBN10 1403998965
- ISBN13 9781403998965
- Publish Date 3 March 2006 (first published 13 December 2005)
- Publish Status Out of Print
- Out of Print 17 December 2014
- Publish Country US
- Imprint Palgrave Macmillan
- Format Hardcover
- Pages 200
- Language English