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Book Cover
E-book
Author Everett, Lesley, author

Title Corporate brand personality : re-focus your organization's culture to build trust, respect and authenticity / Lesley Everett
Published Philadelphia : Kogan Page, 2016
Online access available from:
EBSCO eBook Academic Collection    View Resource Record  

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Description 1 online resource (xii, 192 pages) : illustrations
Contents 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
Summary "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"-- Provided by publisher
"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"-- Provided by publisher
Bibliography Includes bibliographical references and index
Notes Print version record
Subject Branding (Marketing)
Consumer behavior.
Corporate culture.
Social responsibility of business.
Form Electronic book
ISBN 0749471387 (electronic bk.)
9780749471385 (electronic bk.)