Brand Fusion Purposedriven Brand Strategy Terry Smith Tom Williams by Terry Smith; Tom Williams 9783110718638, 3110718634 instant download after payment.

Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning.

It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.

• Provides a customer-driven methodology with academically underpinned commercial research applied to live market dynamics.
• Addresses the theory/practice gap in strategic brand management.
• Includes 8 full length chapter case studies plus mini cases.