CAJTHAML, Martin, Hans Rudigger KAUFMANN and Michael MEIER. Behavioural Branding- The Interdisciplinary Hilti Case. International Journal of Management Cases. 9/3, No 4, p. 329-334, 5 pp., 2007.
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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.
Other information
Original language English
Type of outcome Article in a journal
Field of Study 50200 5.2 Economics and Business
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
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
Changed by Changed by: prof. Mgr. Martin Cajthaml, Ph.D., učo 133976. Changed: 15/4/2010 21:57.
Abstract
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.
Abstract (in Czech)
Tento článek osvětluje pojem behavioural branding z interdisciplinární perspektivy dialogu mezi filosofií managementem a pohledem praktika.
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