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Brand real [[electronic resource] ] : how smart companies live their brand promise and inspire fierce customer loyalty / / Laurence Vincent
| Brand real [[electronic resource] ] : how smart companies live their brand promise and inspire fierce customer loyalty / / Laurence Vincent |
| Autore | Vincent Laurence |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | New York, : American Management Association, 2012 |
| Descrizione fisica | 1 online resource (273 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Branding (Marketing)
Customer loyalty |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-283-68847-6
0-8144-1677-2 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNINA-9910457422803321 |
Vincent Laurence
|
||
| New York, : American Management Association, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Brand real [[electronic resource] ] : how smart companies live their brand promise and inspire fierce customer loyalty / / Laurence Vincent
| Brand real [[electronic resource] ] : how smart companies live their brand promise and inspire fierce customer loyalty / / Laurence Vincent |
| Autore | Vincent Laurence |
| Edizione | [1st edition] |
| Pubbl/distr/stampa | New York, : American Management Association, 2012 |
| Descrizione fisica | 1 online resource (273 p.) |
| Disciplina | 658.8/27 |
| Soggetto topico |
Branding (Marketing)
Customer loyalty |
| ISBN |
1-283-68847-6
0-8144-1677-2 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNINA-9910778945503321 |
|
Vincent Laurence
|
||
| New York, : American Management Association, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||