Working Brand Management

Simon Barrow, Richard Mosley

232 pages, parution le 06/10/2005

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Résumé

Levels of 'employer brand awareness' are rising fast across Europe, North America and Asia-Pacific, as leading companies realise that skilled, motivated employees are as vital to their commercial success as profitable customers and apply the principles of branding to their own organization. Starting with a review of the pressures which have generated current interest in employer branding, this definitive book goes on to look at the historical roots of brand management and the practical steps necessary to achieve employer brand management success - including the business case, research, positioning, implementation, management and measurement. Case studies of big-name employer brand stories include Tesco, Wal-Mart, British Airways and Prêt a Manger.

L'auteur - Simon Barrow

Simon Barrow was a brand manager at Best Foods (now Unilever) and Colgate-Palmolive before becoming CEO of an advertising agency within the Charles Barker Group, where his growing involvement with HR sparked his creation of the Employer Brand concept and subsequent research with London Business School.

L'auteur - Richard Mosley

Richard Mosley has been involved in brand strategy development and implementation for nearly twenty years, including eight years with WPP's marketing consultancy Added Value where he led the internal marketing practice.

Sommaire

List of Illustrations
Acknowledgments
Preface
The Rationale for Change
The "How to" Guide
Appendices
References
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Simon Barrow, Richard Mosley
Parution	06/10/2005
Nb. de pages	232
Format	15,5 x 23,5
Couverture	Relié
Poids	492g
Intérieur	Noir et Blanc
EAN13	9780470012734
ISBN13	978-0-470-01273-4