Brand real how smart companies live their brand promise and inspire fierce customer loyalty /

Salvato in:
Dettagli Bibliografici
Autore principale: Vincent, Laurence
Ente Autore: ebrary, Inc
Natura: Elettronico eBook
Lingua:inglese
Pubblicazione: New York : American Management Association, 2012.
Soggetti:
Accesso online:An electronic book accessible through the World Wide Web; click to view
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Sommario:
  • Acknowledgments
  • Introduction
  • Reality check : it's time to move from brandlore to promising brands
  • Winning the memory game
  • The benefit of your brand
  • Preserving brand value
  • Positioning brands for context
  • Brand attachment : the barefoot bandit and our sense of self
  • Expressing the promise : brand narrative, brand voice, and communications strategy
  • Naming and identity development
  • The touching experience : how to deliver on a promise at meaningful touch points
  • Brand inside : why people are the key to your brand strategy
  • Endnotes
  • Index.