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Brand manners : how to create the self-confident organisation to live the brand

Author: Hamish Pringle; William Gordon
Publisher: Chichester : Wiley, 2003.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

This book explains that a customera s perception of the quality of service received in a given situation is almost entirely a function of their pre--existing expectations created by the brand.

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Document Type: Book
All Authors / Contributors: Hamish Pringle; William Gordon
ISBN: 0470856106 9780470856109
OCLC Number: 51568138
Notes: Originally published: 2001.
Description: 256 pages ; 23 cm
Contents: Dedications. Quotation. Acknowledgements. Publishera s Note. Preface. Foreword. THE BRAND MANNERS BOOK OF LIFE. a Manners Maketh Mana . Customers -- The Brand Promise and Individual Brand Manners. Corporations -- Happy Surprises. The Tesco Story. THE BRAND MANNERS WAY. The Self--confident Organisation. Brand Manners Approach. Brand Manners in Action. The Orange Story. THE BRAND MANNERS IMPROVEMENT CYCLE. Section One: Individual Behaviour. Conditioning Creates Brands. How Boundaries Create Self--confidence. Making the Most of Habits. Reducing Stress in the Organisation. Section Two: Encounters. Being Ready to Defend the Brand. Minimising Corporate Distance. Managing the Irrational. How Trust Fits In. Section Three: The Brand Promise. High Tech, High Touch in Branding. Dealing with the New Consumerism. How Brand Problems can be Part of the Solution. Protecting the Brand. Section Four: a Happy Surprisesa . How Defining Gestures Build Brands. Really Listening Adds Real Value. The Power of Customer Pledges. Moments of Truth. Section Five: a Feeling Gooda . Defining Outstanding Customer Service. The Importance of Under--promising and Over--delivering. How Enabled Employees can Deliver for Customers. Recruiting in Line with the Branda s Values. THE BRAND MANNERS HOW--TO GUIDES. The Chief Executive Officer. The Marketing Director. The Employee. Management. Customers. Conclusion. Quotation. Bibliography. Webography. Index.
Responsibility: Hamish Pringle and William Gordon.

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