02345nam 2200577 a 450 991082059090332120200520144314.01-283-68847-60-8144-1677-2(CKB)2550000000087020(EBL)863944(OCoLC)778074844(SSID)ssj0000598686(PQKBManifestationID)11410530(PQKBTitleCode)TC0000598686(PQKBWorkID)10591891(PQKB)10587572(Au-PeEL)EBL863944(CaPaEBR)ebr10530655(CaONFJC)MIL400097(CaSebORM)9780814416761(MiAaPQ)EBC863944(EXLCZ)99255000000008702020111212d2012 uy 0engur|n|---|||||txtccrBrand real[electronic resource] how smart companies live their brand promise and inspire fierce customer loyalty /Laurence Vincent1st editionNew York American Management Association20121 online resource (273 p.)Description based upon print version of record.0-8144-1676-4 Includes bibliographical references and index.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.To create an exceptional brand experience, remember that sometimes less is more.Branding (Marketing)Customer loyaltyBranding (Marketing)Customer loyalty.658.8/27Vincent Laurence1705694MiAaPQMiAaPQMiAaPQBOOK9910820590903321Brand real4092624UNINA