Getting it right on the inside

Strategic Direction - 2003

Tóm tắt

The world is dominated by brands. Almost everywhere we look and in most things we do, brands touch upon and influence our lives. According to Rita Clifton – Chairman of the world’s leading brand consultancy Interbrand – brands are one of the most stable of corporate assets, “demonstrably the most powerful and sustainable wealth creators in the world”.

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Tài liệu tham khảo

Guaspari, J. (2002), “Missing the point – again”, Across the Board, Vol. 39 No. 4.

Kirby Webster, K, “Branding your employees”, brandchannel.com, available at: http://www.brandchannel.com/papers_review.asp?sp_id=134.

Business Week Online (http://www.businessweek.com)

Charland, B., “A new prescription for internal branding; the role of employees in brand definition and promotion” (http://www.golinharris.com/resources/article_vol1_charland.asp)

Clifton, R. (2002), “Brands and our times”, Brand Management, Vol. 9 No. 3.

DUH! Marketing (http://duhmarketing.com/kn_int_branding.html)

Internal Branding: tactics to build employee brand loyalty http://www.jackmorton.com/360/market_focus/mar02_mf.asp

James, D, “Living, breathing brand builders” (http://www.ipranet.org/fl1201/p12.pdf)

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Strategic Direction

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