DocumentCode
1483555
Title
Living the brand [brand management]
Author
Altman, Wilf
Volume
11
Issue
2
fYear
2001
fDate
4/1/2001 12:00:00 AM
Firstpage
63
Lastpage
65
Abstract
If a branded product or service is an excellent choice for a prospective customer, is it possible to build on the resulting goodwill to ensure that the supplying company, especially customer-facing staff, ´lives´ the brand and conveys its essence in all its activities? Here, the author examines whether all the work done in building and positioning the brand can set the style, tone and conduct of the business, to motivate staff, customers, suppliers and local communities alike.
Keywords
commerce; engineering; human resource management; personnel; brand management; branded product; branded service; business; customer; local communities; motivation; staff; suppliers;
fLanguage
English
Journal_Title
Engineering Management Journal
Publisher
iet
ISSN
0960-7919
Type
jour
DOI
10.1049/em:20010206
Filename
920645
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