Brand real : how smart companies live their brand promise and inspire fierce customer loyalty
Record details
- ISBN: 9781283688475
- ISBN: 1283688476
- ISBN: 0814416764
- ISBN: 9780814416761
- ISBN: 0814416772
- ISBN: 9780814416778
-
Physical Description:
1 online resource (xii, 257 pages) : illustrations
remote - Publisher: New York : American Management Association, ©2012.
Content descriptions
Bibliography, etc. Note: | Includes bibliographical references and index. |
Formatted Contents Note: | 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. |
Language Note: | English. |
Source of Description Note: | Print version record. |
Search for related items by subject
Subject: | Branding (Marketing) Customer loyalty Stratégie de marque Consommateurs -- Fidélité branding BUSINESS & ECONOMICS -- Advertising & Promotion Branding (Marketing) Customer loyalty |
Genre: | Electronic books. Electronic books. |