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Brand Engagement

Branding for the Public Sector, Implementing and Managing Public Sector Brands, Chapter 8, p.203-219

Hoboken, NJ, USA: John Wiley & Sons, Inc. ; 2015

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  • Titolo:
    Brand Engagement
  • Editore: Hoboken, NJ, USA: John Wiley & Sons, Inc.
  • Anno: 2015
  • Descrizione: brand engagement is intended not just for internal employees, but for partners, communities and other stakeholders. corporate culture can have a profound effect on both staff and customers. a more radical way of engaging employees is by making them “owners” or “partners” in the organization, sharing the profits via dividends and bonuses. this is the model used by for‐profit values‐driven entities such as co‐operatives and by private sector companies like the john lewis partnership. brand engagement needs to integrate external as well as internal stakeholders. the canada brand initiative was intended to fund market analysis, advertising campaigns and public opinion research that will promote canada's safe, top quality agriculture. canada brand uses a combination of words and visuals to make up its brand endorsement for its members, the words being, “quality is in our nature”.
  • Fa parte di: Branding for the Public Sector, Implementing and Managing Public Sector Brands, Chapter 8, p.203-219
  • Soggetti: Brand Engagement ; Canada Brand ; Corporate Culture ; Culture ; Market Analysis ; Organization ; Quality Marks ; Stakeholders
  • Lingua: Inglese
  • Identificativo: ISBN: 9781118756317 ; E-ISBN: 9781119176824 ; DOI: 10.1002/9781119176824.ch8
  • Fonte: John Wiley & Sons, Inc.

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