TITLE

Back-Door Branders

AUTHOR(S)
Schultz, Don E.
PUB. DATE
July 2005
SOURCE
Marketing Management;Jul/Aug2005, Vol. 14 Issue 4, p10
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
This article focuses on the advent of back-door branders, the people or group of people who manage the internal side of branding in a company. Commonly, traditional brand consultants have focused on helping the organization understand its customers, consumers, distributors and the like. Back-door branders are groups that use approaches and methodologies to influence the internal senior management of the branding firm. They influence how and in what ways brands are developed, evaluated, expanded and managed.
ACCESSION #
17913108

 

Related Articles

  • TÃœRKÄ°YE CUMHURÄ°YETÄ° Ä°LK FABRÄ°KASININ KURUM Ä°MAJI ANALÄ°ZÄ°. Şenel, Bilgin; Şenel, Mine; GÜMÜŞTEKİN, Gülten // Dumlupinar University Journal of Social Science / Dumlupinar Ãœn;nov2012, Issue 34, p45 

    Especially after the Industrial Revolution, concept of image, appeared to be ahead in the competitive market, are no longer a concept of pure visuality today. Corporate of image has been regulator of qualifications such as reliability, quality, sustainability and determinant of the future of...

  • LEADERSHIP VERSUS MANAGEMENT. Teleşpan, Constantin; Halmaghi, Elisabeta-Emilia // Revista Academiei Fortelor Terestre;Mar2012, Vol. 17 Issue 1, p70 

    The problems of organizations are more and more complex. Attention to external forces and to internal groups within organizations is focused on leaders, which leaves room for little other than "fairness and responsibility". As such, leaders must be credible. As far as the interface between...

  • Winner's circle. Sharp, Asa // Fleet Owner;Jun2004, Vol. 99 Issue 6, p74 

    Shares insights on the use of racing in developing personnel and corporate culture in the U.S. Nature of racing; Characterization of many corporate racing programs; Calls for tire maker to improve and develop advances in the total vehicle handling.

  • Assessing Your Safety Culture in seven simple steps. GALLOWAY, SHAWN M. // EHS Today;Apr2010, Vol. 3 Issue 4, p51 

    The article offers steps on how to effective evaluate business enterprises' safety culture in the U.S. To efficiently assess the company's corporate culture, it is suggested to review the firms' documentation, policies and programs and to communicate to workers prior to having interaction. Other...

  • Valuing Corporate Culture. Philippe, Marie Y. // Profiles in Diversity Journal;Jul/Aug2009, Vol. 11 Issue 4, p72 

    The article discusses cultural change as a way of organizations to reinvent themselves. It defines culture and how it can be expressed in the ways employees treat each other, the external customers and how the needs and expectations of business partners are met. It states at a change in...

  • Using internal marketing to ignite the corporate brand: The case of the UK retail bank industry. Papasolomou, Ioanna; Vrontis, Demetris // Journal of Brand Management;Sep2006, Vol. 14 Issue 1/2, p177 

    Starting from the premise that there are critical issues that should drive brand success, the way the UK retail banking industry has sought to build and sustain a strong brand by launching an internal marketing (IM) programme throughout its branch network was investigated. The discussion sheds...

  • Newsmaker: Paul Bergevin. Akhtar, Omar // PRWeek (U.S. Edition);Jan2014, Vol. 17 Issue 1, p26 

    The article offers information on Paul Bergevin, vice president (VP) of sales and marketing at microchip manufacturer Intel, and his work in the company. It mentions that the implementation of a plan to bolster the reputation of the company is one of the first acts of Bergevin when he joined in...

  • alignment.  // Bloomsbury Business Library - Business & Management Dictionary;2007, p314 

    A definition of the term "alignment" is presented. It refers to the process of building a corporate culture to achieve strategic goals.

  • How to Establish Trustworthiness in Initial Service Encounters. Geigenmüller, Anja; Greschuchna, Larissa // Journal of Marketing Theory & Practice;Fall2011, Vol. 19 Issue 4, p391 

    Although the literature acknowledges the role of trustworthiness in initiating customer relationships, empirical findings are limited. Drawing on attribution and cue utilization theory, this paper proposes and tests a model that links individual and institutional trustworthiness to relationship...

Share

Read the Article

Courtesy of THE LIBRARY OF VIRGINIA

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics