Wise family business : business identity steering brand success

Author

• Schwass, Joachim

Additional Author(s)

• Glemser, Anne-Catrin

Publisher

London: Palgrave Macmillan, 2016

Language

English

ISBN

9781137585998

Series

Subject(s)

• BRAND NAME PRODUCTS-MANAGEMENT
• BRANDING (MARKETING)
• FAMILY-OWNED BUSINESS ENTERPRISES-MANAGEMENT

Notes

. Bibliography: p. 270-271. Index: p. 281-284

Abstract

Wise Family Business aims to help families in business to identify new and better ways of achieving longevity, sustainability and performance. The book presents ground-breaking new insights and practical examples from a range of growing family businesses in which the owning families are visible and, in most cases, have branded the business with their family name. This comprehensive and important study explores how family identity has the power to tie together families in business and leverage their values when developing and sharing the owner's vision with their stakeholder communities. Developing a family business identity is key when building and managing an authentic, recognizable and trusted brand. It argues that family businesses that have successfully translated strong identities into strong brands are not only perceived as attractive employers but also add meaningful value to the business over generations.

Physical Dimension

Number of Page(s)

xvi, 284 p.

Dimension

24 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Foreword by Professor Dominique Turpin --
Chapter 1: Family Business Identity --
Chapter 2: The Nature of Family Business --
Chapter 3: Best Practices and Examples from Family Businesses --
Chapter 4: Overall Lessons and Analysis of the Company Cases --
Chapter 5: The Expert View: Proactive Communications- Building, Projecting and Preserving Reputation for Business Families and Family Businesses --
Chapter 6: Toolbox- A Process for Moving from Family Identity to Family Business Brand --
Chapter 7: Conclusion.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00651/17	658.045 Sch W	Library - 7th Floor	Available