Vincent, Laurence.
Brand real : how smart companies live their brand promise and inspire fierce customer loyalty / Laurence Vincent. - New York : American Management Association, c2012. - xii, 257 p. : ill. ; 24 cm.
Includes bibliographical references (p. 241-248) and index.
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.
9780814416761 0814416764
2011049757
015974052 Uk
Branding (Marketing)
Customer loyalty.
HF5415.1255 / .V55 2012
658.8/27
Brand real : how smart companies live their brand promise and inspire fierce customer loyalty / Laurence Vincent. - New York : American Management Association, c2012. - xii, 257 p. : ill. ; 24 cm.
Includes bibliographical references (p. 241-248) and index.
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.
9780814416761 0814416764
2011049757
015974052 Uk
Branding (Marketing)
Customer loyalty.
HF5415.1255 / .V55 2012
658.8/27