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

Format:

Book

Author/Creator:

Vincent, Laurence.

Language:

English

Subjects (All):

Branding (Marketing).

Customer loyalty.

Physical Description:

1 online resource (273 p.)

Edition:

1st edition

Other Title:

How smart companies live their brand promise and inspire fierce customer loyalty

Place of Publication:

New York : American Management Association, 2012.

Language Note:

English

System Details:

text file

Summary:

To create an exceptional brand experience, remember that sometimes less is more.

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.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9781283688475

1283688476

9780814416778

0814416772

OCLC:

778074844