Behavioural Branding- The Interdisciplinary Hilti Case

CAJTHAML, Martin, Hans Rudigger KAUFMANN and Michael MEIER. Behavioural Branding- The Interdisciplinary Hilti Case. International Journal of Management Cases. 2007, 9/3, No 4, p. 329-334, 5 pp.

Basic information

Original name

Behavioural Branding- The Interdisciplinary Hilti Case

Name in Czech

Behavioralní vytváření značky - interdisciplinární případ Hilti

Authors

CAJTHAML, Martin, Hans Rudigger KAUFMANN and Michael MEIER

Edition

International Journal of Management Cases, 2007

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Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50200 5.2 Economics and Business

Country of publisher

Czech Republic

Confidentiality degree

není předmětem státního či obchodního tajemství

Organization unit

Faculty of Arts

Keywords in English

behavioural branding; HIlti; philosophy; management; identity; behaviour; value

Tags

behaviour, behavioural branding, HIlti, identity, management, philosophy, value

Tags

International impact

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Abstract

V originále

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.

In Czech

Tento článek osvětluje pojem behavioural branding z interdisciplinární perspektivy dialogu mezi filosofií managementem a pohledem praktika.