Brand relations management : bridging the gap between brand promise and brand delivery Upplaga 1

Brand Relations Management is a book for all those interested in strategy and marketing. The Brand Relations Management model consists of eight phases: Vision, Culture, Identify, Define, Architecture, Engage, Capitalize and Measure. Its main focus is to align managers, employees and important stakeholders. The primary intention is to show that both brand promise and brand delivery are necessary in order to build a sustainable brand. The book's greatest strength is that it gathers and presents all the relevant theories of brand building. It is therefore an excellent source for those wanting to educate themselves in the area.