Brand real [[electronic resource] ] : how smart companies live their brand promise and inspire fierce customer loyalty / / Laurence Vincent
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| Autore: |
Vincent Laurence
|
| Titolo: |
Brand real [[electronic resource] ] : how smart companies live their brand promise and inspire fierce customer loyalty / / Laurence Vincent
|
| Pubblicazione: | New York, : American Management Association, 2012 |
| Edizione: | 1st edition |
| Descrizione fisica: | 1 online resource (273 p.) |
| Disciplina: | 658.8/27 |
| Soggetto topico: | Branding (Marketing) |
| Customer loyalty | |
| Soggetto genere / forma: | Electronic books. |
| Note generali: | Description based upon print version of record. |
| Nota di bibliografia: | Includes bibliographical references and index. |
| Nota di contenuto: | 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. |
| Sommario/riassunto: | To create an exceptional brand experience, remember that sometimes less is more. |
| Titolo autorizzato: | Brand real |
| ISBN: | 1-283-68847-6 |
| 0-8144-1677-2 | |
| Formato: | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione: | Inglese |
| Record Nr.: | 9910457422803321 |
| Lo trovi qui: | Univ. Federico II |
| Opac: | Controlla la disponibilità qui |