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Record Nr. |
UNINA9910778945503321 |
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Autore |
Vincent Laurence |
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Titolo |
Brand real [[electronic resource] ] : how smart companies live their brand promise and inspire fierce customer loyalty / / Laurence Vincent |
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Pubbl/distr/stampa |
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New York, : American Management Association, 2012 |
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ISBN |
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1-283-68847-6 |
0-8144-1677-2 |
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Edizione |
[1st edition] |
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Descrizione fisica |
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1 online resource (273 p.) |
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Disciplina |
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Soggetti |
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Branding (Marketing) |
Customer loyalty |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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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. |
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Sommario/riassunto |
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To create an exceptional brand experience, remember that sometimes less is more. |
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