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: 658.8/27Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|
REGULAR | University of Wollongong in Dubai Main Collection | 658.827 VI BR (Browse shelf) | Available | T0048190 |
Total holds: 0
, Shelving location: Main Collection Close shelf browser
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.