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Building brand experiences : a practical guide to retaining brand relevance

Author: Darren Coleman, (Marketing researcher)
Publisher: London, United Kingdom ; New York, NY, USA : Kogan Page Limited, 2018. ©2018
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Understand how to retain brand relevance by building effective and memorable brand experiences, through this robust and practical management tool.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Coleman, Darren (Marketing researcher).
Building brand experiences.
New York, NY : Kogan Page Ltd, [2018]
(DLC) 2018012301
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Darren Coleman, (Marketing researcher)
ISBN: 9780749481575 0749481579
OCLC Number: 1029072802
Description: 1 online resource (xvi, 280 pages)
Contents: Introduction to retaining relevance through brand experiences --
The brand experience blueprint : a practical management tool --
Brand experience environment --
Understanding your stakeholders --
Fine-tuning your perspective --
Considering the mechanics of delivery --
Adopting a data-driven approach --
Summary: brand experience environment --
Brand experience essentials --
Brand values --
Brand essence --
Brand promise --
Brand positioning --
Brand personality --
Summary: brand experience environment and essentials --
Brand experience enablers --
Behaviour --
Communications --
Design --
Summary: brand experience environment, essentials and enablers --
Measuring brand experiences --
Getting started with measuring brand experiences --
Adopting a holistic approach to measuring brand experiences --
How to measure brand experiences scientifically --
Closing thoughts : building brand experiences to retain relevance --
Further reading --
Appendix --
Index.
Responsibility: Darren Coleman.

Abstract:

Understand how to retain brand relevance by building effective and memorable brand experiences, through this robust and practical management tool.  Read more...

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"Absolutely the best guide to successfully managing brand experience."--Barbara Meneghini, Head of Corporate Customer Relationship Management at TOD'S Group "Building compelling and cohesive brand Read more...

 
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