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

By: Material type: TextTextPublication details: New York : American Management Association, c2012.Description: xii, 257 p. : ill. ; 24 cmISBN:
  • 9780814416761
  • 0814416764
Subject(s): DDC classification:
  • 658.8/27 23
LOC classification:
  • HF5415.1255 .V55 2012
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.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.827 VI BR (Browse shelf(Opens below)) Available T0048190

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.

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