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Moment of Truth:
Redefining the CEO's Brand Management Agenda

by Andreas Bauer, Bjoern Bloching, Kai Howaldt, Alan Mitchell

ISBN 1403998965 / 9781403998965 / 1-4039-9896-5
Publisher Palgrave Macmillan
Language English
Edition Hardcover
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Book summary

The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the center of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.