Winning internal brand Engagement

Andreas Bauer, Björn Bloching, Kai Howaldt and Alan Mitchell

Chapter 8 in Moment of Truth, 2006, pp 137-146 from Palgrave Macmillan

Abstract: Abstract When brands were first invented they were simple selling propositions: messages sent from sellers to buyers. Branding was the way products were packaged and communicated. It was an ‘inside-out’ process – a way for the company to present its wares to external audiences. Branding and externally focused marketing communications were almost synonymous.

Keywords: Business Area; Petrol Station; Brand Equation; Brand Management; Touch Point (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-20388-4_8

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DOI: 10.1057/9780230203884_8

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