Perspective Chapter: Living the Brand
The way employees embody brand purpose and values build or erode the brand’s equity. It is people who bring the brand to life as they interact with brand stakeholders across brand contact points over time. Traditionally, brand management is concerned with the corporate and customer-facing brands. In...
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| Autores principales: | , |
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| Formato: | Capítulo de libro |
| Lenguaje: | inglés |
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IntechOpen
2022
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| Materias: | |
| Acceso en línea: | https://www.intechopen.com/chapters/81686 |
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