Brand Engagement

How Employees Make or Break Brands

  • Authors
  • Ian P. Buckingham

Part of the International Political Economy Series book series (IPES)

Table of contents

  1. Front Matter
    Pages i-x
  2. Ian P. Buckingham
    Pages 3-10
  3. Ian P. Buckingham
    Pages 81-134
  4. Ian P. Buckingham
    Pages 135-160
  5. Ian P. Buckingham
    Pages 161-203
  6. Ian P. Buckingham
    Pages 204-204
  7. Back Matter
    Pages 205-221

About this book


This book debunks the notion that the Chief Executive is the primary figurehead and places line managers at the forefront. Using a mixture of unique but tried and tested bespoke management models and case studies, line managers are identified as the critical community in the war between brands.


brand branding communication management

Bibliographic information