Brand Relations Management
Författare: Tony Apéria, Rolf Back
Förlag: Liber AB
Antal sid: 264
Brand Relations Management: Bridging the Gap between Brand Promise and Brand Delivery 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. It´s main focus is to align managers, employees and important stakeholders.
Our 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, we believe, 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.
Dr Tony Apéria is responsible for the branding course at School of Business at Stockholm University.
Dr Rolf Back is research director at the department of applied communications science, Stockholm University. He is also a professor of change management at Luleå University of Technology.