Branding Bari 2010 Cleopatra Veloutsou 1

Branding Bari 2010
Cleopatra Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
Dr. C. Veloutsou
C
COMMUNI-
CATED
I
IDEAL
The 5 Identities of the AC2ID
Test
A
ACTUAL
D
DECIRED
C
CONCEIVED
(Stakeholders)
Balmer J. & Greyser S., 2002, “Managing the Multiple Identities of the Corporation”, California Management Review, Vol. 44, No. 3,
pp. 72-86.
Brand Manners
Brands must comprise of more than just rational
and emotional elements. They must go further to
take on political and spiritual values as well,
values that both customers and employees believe
in an are motivated to act on.
You need to choose emotional competence.
Solving emotional problems of value expression
may come to be the marketing opportunity of this
century.
References 1/2
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California Management Review, Vol. 44, No. 3, pp. 72-86.
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Development and Validation”, 5th Thought Leaders Conference in Brand Management,
April, Athens, Greece.
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Corporate Reputation Review, Vol. 5 Issue 2/3, pp. 143-159.
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Oxford Press.
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Gronroos C, 1984, Strategic Management in the Services Sector, Chartwell Bratt Ltd.
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Jobber D., 2001, Principles and Practice of Marketing, McGraw-Hill.
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