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.