Branding your business: promoting your business, attracting customers, and standing out in the market place
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Kogan Page Limited
c2008
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XII, 255 S. Ill. |
| ISBN: | 9780749450731 |
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| 245 | 1 | 0 | |a Branding your business |b promoting your business, attracting customers, and standing out in the market place |c James Hammond |
| 264 | 1 | |a London |b Kogan Page Limited |c c2008 | |
| 300 | |a XII, 255 S. |b Ill. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Psychologie | |
| 650 | 4 | |a Branding (Marketing) |x Management | |
| 650 | 4 | |a Consumer behavior | |
| 650 | 4 | |a Brand name products |x Psychological aspects | |
| 650 | 4 | |a Senses and sensation | |
| 650 | 4 | |a Communication in marketing | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016547043&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1804137727669567488 |
|---|---|
| adam_text | Contents
Acknowledgements ix
About the author xi
Introduction 1
Part 1 Nothing but the brand 5
1. Just what is a brand, and who is the customer? 7
Just what is a brand? 7; People are brands, too 8; Don t give me
facts... my mind s made up 9; Branding brings benefits 10; A
brand? It s nothing but a pain in the backside 11; An emphasis on
identity 12; The brand landscape of today 12; Defining a brand 13;
Who is the customer? 14; The changing face of the customer 17;
The two keys of branding 18; The all-encompassing Brand
Halo™ 19; A brand of EPIC™ proportions 20; Branding: not a
cover-stick for a spotty business 22
Part 2 Understanding emotion 27
2. Branding the heart as well as the head 29
Defining emotions 30; Two pathways to purchasing 31; How
many emotions are there? 33; Features... 35;... and benefits 36;
Maslow s Hierarchy of Human Needs 38; Adaptive or supportive
emotions - you decide 40; Defining your product or service s
emotional benefit 43; Supporting your emotional benefit 45
vi Contents
Part 3 Perception is reality 51
3. How perception creates emotion 53
Generating emotions 54; What is perception? 55
4. Perception and long-term memory 61
Reception 61; Selection 63; Understanding the scheme of
things 66; Interpretation 67; Reaction 69; The myths of emotional
branding 70; Long-term memory 73; Here endeth the psychology
lesson... 75
Part 4 Making sense of the senses 77
5. Foreground and background 79
6. Looking like your brand 83
Creating a visual brand identity 86; Good design... or bad
design? Who chooses? 87; Your reception area 93; Your office
environment 95; What s in a name? 96; Use technology to your
advantage 96
7. Your BodyBrand™ 99
Visual communication - up close and personal 100; Seeing eye to
eye with your customers 102; Standing up (or sitting down) for
your brand 103; Handshakes from hell 103; Give yourself a body
check 104; Checklist for non-verbal communication 105
8. Talking the walk 107
Speech 108; Creating rapport with your customers 108; Listen
and respond 110; The two ingredients of a customer
conversation 111; Reasons for customer contact 113; Customer
communication checklist 115
9. Putting your brand on the right track 123
Audio logos and jingles 125; Blow your trumpet, sound your
horn 125; Good telephone etiquette 127; Giving customers audio
guidance 128; Spatial enhancement 129; Music while you
work 134; Don t miss audio opportunities 135
Contents vii
10. The sweet smell of brand success 137
Smells evoke memories 138; The Singapore Girl sensory
brand 140; Defining your brand s smell 141; Your BrandScent
environment 142; Charity shops - a smelly problem? 143;
Scenting the product or service 144; Service with a smell 146;
Aromatic publicity and promotions 147; Containing the smell 149;
Your personal scent: good or bad idea? 151; Use scents and aromas
with care 153
11. Branding the taste buds 155
Getting the edge in food and drink 155; A tasty non-food
business 156; Sweet ways to brand your business 158; Taste buds
and business tie-ins 160
12. Brand touch and feel 165
Getting in touch with your brand 166; Add an emotional touch
to your product 168; Bringing your brand to the surface 173;
Branding on the can 175; Using touch in a service business 175;
Charities can benefit from a tactile approach 178; It s your turn to
be tactile 180; Touching what surrounds you 182; A sense of
touch on the web 182
Part 5 Innovation 185
13. Building your Brand Halo™ 187
The idea behind a Brand Halo™ 188; The right parts of your
business - but not all parts 189; Customer contact timeline 190;
Determining your key customer contact points 192; Involve your
employees 195; Creating your Brand Reflections 195; A Brand
Reflection example 196; Incorporating the five senses 197; A
complete Brand Reflection 198; Your Brand Halo™ 199; Finding
out some contact preferences 200; Modalities: a preferred sense
of contact 201; Focus on the major trends 202; Asking the
questions 202; Vive la difference 206
14. Your Brand Halo™ Handbook 209
Your choice of contents 210; A sample page from the Brand
Halo™ Handbook 210; A Handbook for your business - and
your people 213
viii Contents
Part 6 Communicating your brand 215
15. Your Brand Storybook™ 217
The need for stories today 218
16. Creating your Brand Storybook™ 223
Your BrandMe™ Story 223; Tell your story as though you
mean it 225; Your BusinessBrand™ Story 225; The reasons
behind your brand 226; Taking a stand for your brand 227;
Service with a stance 229; Your PeopleBrand™ Story 229;
Attracting good candidates 230; Selecting your potential
employees 233; Retaining your people 236; Your
BrandBite™ 237; Make use of metaphors 239; Creating a
slogan or strapline 241
17. Final thoughts 245
References 247
Index 251
|
| adam_txt |
Contents
Acknowledgements ix
About the author xi
Introduction 1
Part 1 Nothing but the brand 5
1. Just what is a brand, and who is the customer? 7
Just what is a brand? 7; People are brands, too 8; Don't give me
facts. my mind's made up 9; Branding brings benefits 10; A
brand? It's nothing but a pain in the backside 11; An emphasis on
identity 12; The brand landscape of today 12; Defining a brand 13;
Who is the customer? 14; The changing face of the customer 17;
The two keys of branding 18; The all-encompassing Brand
Halo™ 19; A brand of EPIC™ proportions 20; Branding: not a
cover-stick for a spotty business 22
Part 2 Understanding emotion 27
2. Branding the heart as well as the head 29
Defining emotions 30; Two pathways to purchasing 31; How
many emotions are there? 33; Features. 35;. and benefits 36;
Maslow's Hierarchy of Human Needs 38; Adaptive or supportive
emotions - you decide 40; Defining your product or service's
emotional benefit 43; Supporting your emotional benefit 45
vi Contents
Part 3 Perception is reality 51
3. How perception creates emotion 53
Generating emotions 54; What is perception? 55
4. Perception and long-term memory 61
Reception 61; Selection 63; Understanding the scheme of
things 66; Interpretation 67; Reaction 69; The myths of emotional
branding 70; Long-term memory 73; Here endeth the psychology
lesson. 75
Part 4 Making sense of the senses 77
5. Foreground and background 79
6. Looking like your brand 83
Creating a visual brand identity 86; Good design. or bad
design? Who chooses? 87; Your reception area 93; Your office
environment 95; What's in a name? 96; Use technology to your
advantage 96
7. Your BodyBrand™ 99
Visual communication - up close and personal 100; Seeing eye to
eye with your customers 102; Standing up (or sitting down) for
your brand 103; Handshakes from hell 103; Give yourself a body
check 104; Checklist for non-verbal communication 105
8. Talking the walk 107
Speech 108; Creating rapport with your customers 108; Listen
and respond 110; The two ingredients of a customer
conversation 111; Reasons for customer contact 113; Customer
communication checklist 115
9. Putting your brand on the right track 123
Audio logos and jingles 125; Blow your trumpet, sound your
horn 125; Good telephone etiquette 127; Giving customers audio
guidance 128; Spatial enhancement 129; Music while you
work 134; Don't miss audio opportunities 135
Contents vii
10. The sweet smell of brand success 137
Smells evoke memories 138; The Singapore Girl sensory
brand 140; Defining your brand's smell 141; Your BrandScent
environment 142; Charity shops - a smelly problem? 143;
Scenting the product or service 144; Service with a smell 146;
Aromatic publicity and promotions 147; Containing the smell 149;
Your personal scent: good or bad idea? 151; Use scents and aromas
with care 153
11. Branding the taste buds 155
Getting the edge in food and drink 155; A tasty non-food
business 156; Sweet ways to brand your business 158; Taste buds
and business tie-ins 160
12. Brand touch and feel 165
Getting in touch with your brand 166; Add an emotional touch
to your product 168; Bringing your brand to the surface 173;
Branding on the can 175; Using touch in a service business 175;
Charities can benefit from a tactile approach 178; It's your turn to
be tactile 180; Touching what surrounds you 182; A sense of
touch on the web 182
Part 5 Innovation 185
13. Building your Brand Halo™ 187
The idea behind a Brand Halo™ 188; The right parts of your
business - but not all parts 189; Customer contact timeline 190;
Determining your key customer contact points 192; Involve your
employees 195; Creating your Brand Reflections 195; A Brand
Reflection example 196; Incorporating the five senses 197; A
complete Brand Reflection 198; Your Brand Halo™ 199; Finding
out some contact preferences 200; Modalities: a preferred sense
of contact 201; Focus on the major trends 202; Asking the
questions 202; Vive la difference 206
14. Your Brand Halo™ Handbook 209
Your choice of contents 210; A sample page from the Brand
Halo™ Handbook 210; A Handbook for your business - and
your people 213
viii Contents
Part 6 Communicating your brand 215
15. Your Brand Storybook™ 217
The need for stories today 218
16. Creating your Brand Storybook™ 223
Your 'BrandMe™' Story 223; Tell your story as though you
mean it 225; Your BusinessBrand™ Story 225; The reasons
behind your brand 226; Taking a stand for your brand 227;
Service with a stance 229; Your PeopleBrand™ Story 229;
Attracting good candidates 230; Selecting your potential
employees 233; Retaining your people 236; Your
BrandBite™ 237; Make use of metaphors 239; Creating a
slogan or strapline 241
17. Final thoughts 245
References 247
Index 251 |
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| spelling | Hammond, James Verfasser aut Branding your business promoting your business, attracting customers, and standing out in the market place James Hammond London Kogan Page Limited c2008 XII, 255 S. Ill. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Psychologie Branding (Marketing) Management Consumer behavior Brand name products Psychological aspects Senses and sensation Communication in marketing HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016547043&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hammond, James Branding your business promoting your business, attracting customers, and standing out in the market place Psychologie Branding (Marketing) Management Consumer behavior Brand name products Psychological aspects Senses and sensation Communication in marketing |
| title | Branding your business promoting your business, attracting customers, and standing out in the market place |
| title_auth | Branding your business promoting your business, attracting customers, and standing out in the market place |
| title_exact_search | Branding your business promoting your business, attracting customers, and standing out in the market place |
| title_exact_search_txtP | Branding your business promoting your business, attracting customers, and standing out in the market place |
| title_full | Branding your business promoting your business, attracting customers, and standing out in the market place James Hammond |
| title_fullStr | Branding your business promoting your business, attracting customers, and standing out in the market place James Hammond |
| title_full_unstemmed | Branding your business promoting your business, attracting customers, and standing out in the market place James Hammond |
| title_short | Branding your business |
| title_sort | branding your business promoting your business attracting customers and standing out in the market place |
| title_sub | promoting your business, attracting customers, and standing out in the market place |
| topic | Psychologie Branding (Marketing) Management Consumer behavior Brand name products Psychological aspects Senses and sensation Communication in marketing |
| topic_facet | Psychologie Branding (Marketing) Management Consumer behavior Brand name products Psychological aspects Senses and sensation Communication in marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016547043&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hammondjames brandingyourbusinesspromotingyourbusinessattractingcustomersandstandingoutinthemarketplace |