John G Fisher

Strategic Brand Engagement

Using HR and Marketing to Connect Your Brand Customers, Channel Partners and Employees

• Broschiertes Buch

Produktbeschreibung

The consumer brand of any organization is crucial to its long term business success. Just as important is the employer brand of the organization, vital to attracting talent and retaining an engaged workforce. Despite the critical connection between internal and external brand engagement, these areas remain firmly entrenched in the traditional silos of HR, internal communication and marketing, wasting resources and even contradicting each other instead of pursuing a common goal. By breaking down traditional silos Strategic Brand Engagement offers a new approach for developing brand and employee engagement in any organization. It presents a strategic model showing how to develop organisational values in line with corporate branding, aligning key HR responsibilities such as recruitment and performance with the overall brand, developing a consistent communications strategy, and measuring the impact of these strategies.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 232
• Erscheinungstermin: 26. November 2013
• Englisch
• Abmessung: 234mm x 156mm x 13mm
• Gewicht: 360g
• ISBN-13: 9780749470135
• ISBN-10: 0749470135
• Artikelnr.: 39122075

Autorenporträt

John G Fisher is CEO of FMI Group, a brand engagement consultancy. He has over 30 years' experience in marketing communications, incentives and performance improvement programmes, specializing in the financial services sector. He's written five business books, his most recent How to Run Successful Employee Incentive Schemes 3rd edition was published by Kogan Page in 2008. He is a regular columnist in the marketing and HR press.

Inhaltsangabe

Chapter - 00: Introduction;
Chapter - 01: What is strategic brand engagement?;
Chapter - 02: Why engagement matters;
Chapter - 03: What is a brand?;
Chapter - 04: Who are you and who do you want to be?;
Chapter - 05: Leading brand engagement;
Chapter - 06: Measuring strategic brand engagement;
Chapter - 07: Marketing brand engagement internally;
Chapter - 08: Ambassadorship and advocacy: taking the employer brand into the channel;
Chapter - 09: Engaging through experiences;
Chapter - 10: Engagement and social networking;
Chapter - 11: Rewards, recognition and respect;
Chapter - 12: Recruitment and the employer brand;
Chapter - 13: Dealing with disengagement;
Chapter - 14: The future of strategic brand engagement