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@article{751455, author = {Cajthaml, Martin and Kaufmann, Hans Rudigger and Meier, Michael}, article_number = {4}, keywords = {behavioural branding; HIlti; philosophy; management; identity; behaviour; value}, language = {eng}, journal = {International Journal of Management Cases}, title = {Behavioural Branding- The Interdisciplinary Hilti Case}, volume = {9/3}, year = {2007} }
TY - JOUR ID - 751455 AU - Cajthaml, Martin - Kaufmann, Hans Rudigger - Meier, Michael PY - 2007 TI - Behavioural Branding- The Interdisciplinary Hilti Case JF - International Journal of Management Cases VL - 9/3 IS - 4 SP - 329-334 EP - 329-334 KW - behavioural branding KW - HIlti KW - philosophy KW - management KW - identity KW - behaviour KW - value N2 - Agencies that are concerned with destination, corporation and product branding only recently discovered corporate identity and the subsequent behavioral aspects of brand management as a promising field of action. It is obvious that in a more and more ambiguous business environment, strong brands come into existence not only with excellent products or services but with a consistent, all-encompassing and differentiated presence that can be experienced by the customer. This paper illuminates the interdisciplinary conceptual roots of behavioural branding resulting from an academic-practitioner dialogue of three Liechtenstein institutions. ER -
CAJTHAML, Martin, Hans Rudigger KAUFMANN a Michael MEIER. Behavioural Branding- The Interdisciplinary Hilti Case. \textit{International Journal of Management Cases}. 2007, roč.~9/3, č.~4, s.~329-334, 5 s.
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