Normal view MARC view ISBD view

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

By: Vincent, Laurence
Material type: BookPublisher: New York : American Management Association, c2012.Description: xii, 257 p. : ill. ; 24 cm.ISBN: 9780814416761; 0814416764Subject(s): Branding (Marketing) | Customer loyaltyDDC classification: 658.8/27
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)

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.

Powered by Koha