Brand manners: how to create the self-confident organisation to live the brand
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Chichester [u.a.]
Wiley
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 314 S. Ill. |
| ISBN: | 0471496065 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804128605608869888 |
|---|---|
| adam_text | Contents
Dedications v
Quotation xi
Acknowledgements xiii
Publisher s Note xv
Preface xvii
Foreword xix
Parti THE BRAND MANNERS BOOK OF LIFE I
1 Manners Maketh Man 3
2 Customers The Brand Promise and
Individual Brand Manners 6
3 Corporations Happy Surprises 12
4 The Tesco Story 20
Part II THE BRAND MANNERS WAY 31
5 The Self confident Organisation 33
6 Brand Manners Approach 37
7 Brand Manners in Action 46
8 The Orange Story 51
viii CONTENTS
Part III THE BRAND MANNERS IMPROVEMENT
CYCLE 67
Section One: Individual Behaviours 69
9 Conditioning Creates Brands 71
10 How Boundaries Create Self confidence 76
11 Making the Most of Habits 83
12 Reducing Stress in the Organisation 92
Section Two: Encounters 101
13 Being Ready to Defend the Brand 103
14 Minimising Corporate Distance 110
Case History: Coca Cola 114
15 Managing the Irrational 120
16 How Trust Fits In 128
Section Three: The Brand Promise 139
17 High Tech, High Touch in Branding 141
Case History: The New Zealand Herald Call Centre 147
18 Dealing with the New Consumerism 154
Case History: Barclays Bank 158
19 How Brand Problems can be Part of the Solution 163
Case History: Gateway 2000 169
20 Protecting the Brand 176
Section Four: Happy Surprises 181
21 How Defining Gestures Build Brands 183
Case History: Disney 187
22 Really Listening Adds Real Value 193
Case History: The Institute of Practitioners in Advertising 199
23 The Power of Customer Pledges 205
Case History: Carphone Warehouse 208
CONTENTS ix
24 Moments of Truth 213
Case History: The Vauxhall Difference 218
Section Five: Feeling Good 225
25 Defining Outstanding Customer Service 227
Case History: Pret a Manger 232
26 The Importance of Under promising and
Over delivering 237
Case History: Ronseal Does exactly what it says on the tin 240
27 How Enabled Employees can Deliver
for Customers 244
Case History: HSBC 249
28 Recruiting in Line with the Brand s Values 254
Case History: Boase Massimi Pollitt 258
Part IV The Brand Manners How To Guides 263
29 The Chief Executive Officer 265
30 The Marketing Director 273
31 The Employee 279
32 Management 287
33 Customers 293
Conclusion 296
Quotation 288
Bibliography 299
Webography 303
Index 307
|
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| isbn | 0471496065 |
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| spelling | Pringle, Hamish Verfasser (DE-588)128789751 aut Brand manners how to create the self-confident organisation to live the brand Hamish Pringle and William Gordon Chichester [u.a.] Wiley 2001 XIV, 314 S. Ill. txt rdacontent n rdamedia nc rdacarrier Klantgerichtheid gtt Marketing gtt Merken gtt Brand name products Marketing Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Marketing (DE-588)4037589-4 s DE-604 Gordon, William Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009422659&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Pringle, Hamish Gordon, William Brand manners how to create the self-confident organisation to live the brand Klantgerichtheid gtt Marketing gtt Merken gtt Brand name products Marketing Markenpolitik (DE-588)4144679-3 gnd Marketing (DE-588)4037589-4 gnd |
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| title | Brand manners how to create the self-confident organisation to live the brand |
| title_auth | Brand manners how to create the self-confident organisation to live the brand |
| title_exact_search | Brand manners how to create the self-confident organisation to live the brand |
| title_full | Brand manners how to create the self-confident organisation to live the brand Hamish Pringle and William Gordon |
| title_fullStr | Brand manners how to create the self-confident organisation to live the brand Hamish Pringle and William Gordon |
| title_full_unstemmed | Brand manners how to create the self-confident organisation to live the brand Hamish Pringle and William Gordon |
| title_short | Brand manners |
| title_sort | brand manners how to create the self confident organisation to live the brand |
| title_sub | how to create the self-confident organisation to live the brand |
| topic | Klantgerichtheid gtt Marketing gtt Merken gtt Brand name products Marketing Markenpolitik (DE-588)4144679-3 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Klantgerichtheid Marketing Merken Brand name products Markenpolitik |
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