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Corporate brand personality : re-focus your organization's culture to build trust, respect and authenticity /
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Everett, Lesley, author. |
| 서명/저자사항 | Corporate brand personality :re-focus your organization's culture to build trust, respect and authenticity /Lesley Everett. |
| 형태사항 | 1 online resource. |
| 소장본 주기 | eBooks on EBSCOhostAll EBSCO eBooks |
| ISBN | 9780749471385 0749471387 |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | 1. Dilution of corporate values and loss of trust -- 2. Your brand from all angles -- 3. Employee brand and employer brand -- 4. Leadership 'off-brand' behaviours -- 5. Getting back on-message -- 6. Raising your visibility factor -- 7. Presentational brand |
| 요약 | "Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect, and strong values. Moving beyond simply how products are marketed and perceived, it explains how to lead and engage people at every level within the organization to ensure consistent engagement with brand values. Including practical models to show how corporate culture and values can be managed and improved, author Lesley Everett provides real examples and case studies from sectors including hospitality, engineering, retail, and finance that show how employees' behaviors can deeply affect brand reputation through all areas of the organization. Incorporating a complete strategy from start to finish, this book will help managers and HR directors build visible leadership, project an authentic brand image, and reinforce the company's values"-- |
| 요약 | "Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect and strong values. Moving beyond simply how products are marketed and perceived, it shows the reader how to lead and engage people at every level within the organization to ensure consistent engagement with brand values. Including practical models to show how corporate culture and values can be managed and improved, Corporate Brand Personality also provides real examples and case studies from the Marriott Hotel Group and Water Wellbeing Group among others that show how people's behaviours can deeply affect brand reputation through all areas of the business. Incorporating a complete strategy from start to finish, this book will help the reader build visible leadership, project an authentic brand image and reinforce their company's values"-- |
| 일반주제명 | BUSINESS & ECONOMICS / Strategic Planning. BUSINESS & ECONOMICS / Leadership. BUSINESS & ECONOMICS / Management. Branding (Marketing) Social responsibility of business. Corporate culture. Consumer behavior. BUSINESS & ECONOMICS / Industrial Management BUSINESS & ECONOMICS / Management Science BUSINESS & ECONOMICS / Organizational Behavior Branding (Marketing) Consumer behavior. Corporate culture. Social responsibility of business. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Everett, Lesley, author.Corporate brand personality9780749471378 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=1162774 |
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|---|---|---|---|---|---|---|---|---|
| 1 | WE00008986 | 658.8/27 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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