Brand real how smart companies live their brand promise and inspire fierce customer loyalty /
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| Главный автор: | |
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| Соавтор: | |
| Формат: | Электронный ресурс eКнига |
| Язык: | английский |
| Опубликовано: |
New York :
American Management Association,
2012.
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| Предметы: | |
| Online-ссылка: | An electronic book accessible through the World Wide Web; click to view |
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Оглавление:
- 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.