by Nicholas Ind · Kogan Page · tapa dura · ISBN 9780749450830
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«Living the Brand» is Nicholas Ind's brand management essay, published by Kogan Page in hardcover (208 pages, in English).
The work starts from the premise that employees, who apply strategy and deal with customers, define the brand. Nicholas Ind proposes a participatory approach to create «brand champions» and raise commitment and service, with cases such as IBM, SAS Airlines, UNICEF, Apple and Nike and methods of research, training, communication and review.
Third edition, published in 2007; work in the field of business, branding and human resource management.
Aimed at managers, marketing and human resources professionals interested in employee engagement with the brand.
