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Brand real : how smart companies live their brand promise and inspire fierce customer loyalty

Author: Laurence Vincent
Publisher: New York : American Management Association, ©2012.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
"To create an exceptional brand experience, remember that sometimes less is more. Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Vincent, Laurence.
Brand real.
New York : American Management Association, ©2012
(DLC) 2011049757
(OCoLC)733248022
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Laurence Vincent
ISBN: 9780814416778 0814416772
OCLC Number: 778074844
Description: 1 online resource (xii, 257 pages) : illustrations
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.
Responsibility: Laurence Vincent.

Abstract:

Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy.  Read more...

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."..it's time you picked up this book and found out how to create a brand identity that will... make your customers loyal for life." --"SMTonline" ."..if you have any interest in branding and Read more...

 
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