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Branding inside out : internal branding in theory and practice

Author: Nicholas Ind
Publisher: London, United Kingdom : Kogan Page, 2017.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Build a successful brand and create value through the commitment of employees and external stakeholders. A mixture of theory and practice on achieving the active involvement of your organization's people.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Branding inside out.
London, United Kingdom : Kogan Page, 2017
(OCoLC)967571315
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Nicholas Ind
ISBN: 9780749478919 0749478918
OCLC Number: 1005118796
Description: 1 online resource (xiv, 209 pages) : illustrations
Contents: The changing world of internal branding --
Living brand orientation: how a brand-oriented culture supports employees to live the brand --
Unleashing the internal fan community through brand-oriented leadership --
Bond Dickinson: leading by example --
Internal branding: a roadmap to brand value co-creation --
Transforming brand and culture at NN Group --
'Living the CSR brand': model, best practices and recommendations --
Participation builds the brand: VSO's people brand --
Living brands: the characteristics of living brand companies --
How adidas attracts and retains talent --
Internal brand management: employees as a target group for brand management.
Responsibility: edited by Nicholas Ind.

Abstract:

Build a successful brand and create value through achieving the active involvement of your organisation's people.  Read more...

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