Getting it right on the inside

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”.

Từ khóa


Tài liệu tham khảo

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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)