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

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. 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 Centre 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. By Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell. Shows how to develop brand strategy and brand engagement as part of a brand-centric organization. The authors argue that a paradigm shift is needed with regard to brand management, and that a holistic approach to branding is required, with the brand at the centre of a value-based approach, and the focal point of business strategy. Book by Bauer, Andreas, Bloching, Bjoern, Howaldt, Kai, Mitchell, Alan