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

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

Saved in:
Bibliographic Details
Main Author: Vincent, Laurence
Corporate Author: ebrary, Inc
Format: Electronic eBook
Language:English
Published: New York : American Management Association, 2012.
Subjects:
Branding (Marketing)
Customer loyalty.
Electronic books.
Online Access:An electronic book accessible through the World Wide Web; click to view
Tags: Add Tag
No Tags, Be the first to tag this record!
Table of Contents:
  • 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.

Similar Items