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Connective Branding: Building Brand Equity in a Demanding World by Christine Vallaster, Claudia Fisher

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PART III

CRITICAL SUCCESS FACTORS FOR MAKING IT HAPPEN

Chapter 4 Practical applications – stakeholder engagement

We look at issues encountered when engaging employees, customers, and other key stakeholders across cultures and situations. We discuss the critical success factors and illustrate key points with case studies.

Chapter 5 Practical applications – the process of alignment

Here we turn our attention to the challenges of aligning brand promise and brand experience. We summarise critical success factors and illustrate key points with case studies.

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