Commentaire :

ISBN 13 : 9284413117

Sommaire : Contents

Acknowledgements
Introductory Essay: Why National Image Matters – By Simon Anholt
Executive Summary
Introduction
1 Branding Explained
1.1 The Global Context
1.2 Role: What a Brand Is and What It Is Not
1.3 The Future

2 Practical Guide to Branding Strategy
2.1 Introduction
2.2 Defining Branding Objectives
2.3 Brand Positioning
2.4 The Branding Process
2.5 The Challenges

3 Bringing the Brand to Life
3.1 Introduction
3.2 Applying the Brand Values – Marketing Communications
3.3 Living the Brand Values – Behaviour

4 Managing the Brand
4.1 Introduction
4.2 Brand Manager/Guardian
4.3 Steering Group
4.4 Internal Marketing: NTO Staff
4.5 Internal Marketing: Residents
4.6 Internal Marketing: Commercial and other Stakeholders
4.7 Brand Champions
4.8 Brand Advocates
4.9 Brand Seminars
4.10 Maintaining Momentum – Keeping the Brand Fresh

5 Measuring Brand Impact
5.1 Introduction
5.2 Brand Tracking Surveys
5.3 Online Panel Surveys
5.4 Omnibus-style Surveys
5.5 International Benchmarking Surveys
5.6 Visitor Satisfaction Surveys
5.7 Monitoring Media Coverage

6 Branding Strategies in Action
6.1 Introduction
6.2 Case Studies

7 Conclusions and Recommendations
7.1 Introduction
7.2 At the Beginning: Understanding the Brand and Its Role
7.3 Developing the Brand – Main Steps
7.4 Implementing the Brand
7.5 Managing and Monitoring the Brand
7.6 Critical Success Factors and the Future
Annexes
Bibliography

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Etat : Présent

Propriétaire : Bibliothèque