Brand Relations Management - Bridging the Gap Between Brand Promise and Brand Delivery Upplaga 1

Are you interested in strategy and marketing? This book is an excellent source for educating yourself – or others – in the area. Läs mer The Brand Relations Management-model consists of eight phases: Vision, Culture, Identify, Define, Architecture, Engage, Capitalize and Measure. 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 strength is that it presents all the relevant theories of brand building. Om författarna Dr Tony Apéria is responsible for the branding course at School of Business, Dr Rolf Back is research director at the Department of applied communications science, both at Stockholm University.