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.The basic profile of BMW buyers (in Germany) is quite similar to those of Audi, but the BMW brand emerges as much clearer. ... Opel buyers are much more cost and price-conscious, and have a slight bias against 24/7 pro-tech attitudes. ... Carefree Carefree VitalityVitality Tranquil Tranquil QualityQuality Service Service Clanning Clanning Passion Passion ClassicClassic Smart Shopping Smart Shoppinganbsp;...
|Title||:||Moment of Truth|
|Author||:||Andreas Bauer, Bjoern Bloching, Kai Howaldt, Alan Mitchell|
|Publisher||:||Palgrave Macmillan - 2005-12-13|