Corporate brand personality : re-focus your organization's culture to build trust, respect and authenticity / Lesley Everett.

By:

Everett, Lesley [author.]

Material type: Text

TextPublisher: Philadelphia : Kogan Page, 2016Description: 1 online resource (xii, 192 pages) : illustrationsContent type:

text

Media type:

computer

Carrier type:

online resource

ISBN:

9780749471385
0749471387

Subject(s):

Genre/Form:

Electronic books.

Additional physical formats: Print version:: Corporate brand personalityDDC classification:

658.827 EVE 2016 23

LOC classification:

HF5415.1255 .E93 2016eb

Other classification:

BUS063000 | BUS071000 | BUS041000

Online resources:

Click here to access online

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 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.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.

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Holdings ( 1 )
Title notes ( 6 )

Holdings
Item type	Current library	Home library	Collection	Call number	Status	Date due	Barcode	Item holds
Electronic Book	FIRST CITY UNIVERSITY COLLEGE	FIRST CITY UNIVERSITY COLLEGE	Online Resources	658.827 EVE 2016 (Browse shelf(Opens below))	e-book		e00450

Total holds: 0

Includes bibliographical references and index.

"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.

"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.

Print version record.

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