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Living the brand

In: The Global Corporate Brand Book

Author

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  • Michael Morley

Abstract

Experts are agreed that the experience of a brand is a vital pillar underpinning its foundation. The total brand experience embraces logo, recommendation, promise, public relations, advertising and ready availability as well as brand encounters. But no component is as important as the bond created between the stakeholder and the corporation’s employees — the people who embody the brand’s values and are responsible for delivering on the promises made.

Suggested Citation

  • Michael Morley, 2009. "Living the brand," Palgrave Macmillan Books, in: The Global Corporate Brand Book, chapter 10, pages 124-132, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-23945-6_11
    DOI: 10.1057/9780230239456_11
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