Brand Driven Change
Brand bookDeutsche Telekom AG
Brand Driven Change Brands drive change gives a fascinating insight into the practice of modern brand management and features in terms of best practices how the Telekom brand faces the change. On the one hand by continuous development and constant adjustment, on the other hand by remaining always true to itself and becoming the tower of strength. Thus the brand becomes the engine of entrepreneurial changes for Deutsche Telekom. The brand leads the way and sets the pace. The book offers a new vision on the meaning of the brand for the business success and explains case studies like how modern brand management can be implemented.