LEADER 02733nam 2200709 a 450 001 9910970848803321 005 20200520144314.0 010 $a9781283688475 010 $a1283688476 010 $a9780814416778 010 $a0814416772 035 $a(CKB)2550000000087020 035 $a(EBL)863944 035 $a(OCoLC)778074844 035 $a(SSID)ssj0000598686 035 $a(PQKBManifestationID)11410530 035 $a(PQKBTitleCode)TC0000598686 035 $a(PQKBWorkID)10591891 035 $a(PQKB)10587572 035 $a(Au-PeEL)EBL863944 035 $a(CaPaEBR)ebr10530655 035 $a(CaONFJC)MIL400097 035 $a(OCoLC)797965969 035 $a(OCoLC)ocn797965969 035 $a(Perlego)728201 035 $a(CaSebORM)9780814416761 035 $a(MiAaPQ)EBC863944 035 $a(FR-PaCSA)88811045 035 $a(FRCYB88811045)88811045 035 $a(EXLCZ)992550000000087020 100 $a20111212d2012 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 10$aBrand real $ehow smart companies live their brand promise and inspire fierce customer loyalty /$fLaurence Vincent 205 $a1st edition 210 $aNew York $cAmerican Management Association$d2012 215 $a1 online resource (273 p.) 300 $aDescription based upon print version of record. 311 08$a9780814439265 311 08$a0814439268 311 08$a9780814416761 311 08$a0814416764 320 $aIncludes bibliographical references and index. 327 $aAcknowledgments -- 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. 330 $aTo create an exceptional brand experience, remember that sometimes less is more. 517 3 $aHow smart companies live their brand promise and inspire fierce customer loyalty 606 $aBranding (Marketing) 606 $aCustomer loyalty 615 0$aBranding (Marketing) 615 0$aCustomer loyalty. 676 $a658.8/27 700 $aVincent$b Laurence$01797091 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910970848803321 996 $aBrand real$94339171 997 $aUNINA