Brand real: how smart companies live their brand promise and inspire fierce customer loyalty
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
New York
American Management Association
©2012
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| Schlagworte: | |
| Online-Zugang: | Volltext |
| Beschreibung: | Includes bibliographical references and index 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 "To create an exceptional brand experience, remember that sometimes less is more. Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy and forge a powerful and lasting connection with their customers."--Publisher's website |
| Beschreibung: | 1 Online-Ressource (xii, 257 pages) |
| ISBN: | 9780814416778 0814416772 |
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| 500 | |a Includes bibliographical references and index | ||
| 500 | |a 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 | ||
| 500 | |a "To create an exceptional brand experience, remember that sometimes less is more. Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy and forge a powerful and lasting connection with their customers."--Publisher's website | ||
| 650 | 7 | |a BUSINESS & ECONOMICS / Advertising & Promotion |2 bisacsh | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Customer loyalty |2 fast | |
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Customer loyalty | |
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Datensatz im Suchindex
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|---|---|
| any_adam_object | |
| author | Vincent, Laurence |
| author_facet | Vincent, Laurence |
| author_role | aut |
| author_sort | Vincent, Laurence |
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| building | Verbundindex |
| bvnumber | BV042742909 |
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| ctrlnum | (OCoLC)778074844 (DE-599)BVBBV042742909 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Electronic eBook |
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| id | DE-604.BV042742909 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:08:38Z |
| institution | BVB |
| isbn | 9780814416778 0814416772 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028173780 |
| oclc_num | 778074844 |
| open_access_boolean | |
| physical | 1 Online-Ressource (xii, 257 pages) |
| psigel | ZDB-4-EBU ZDB-4-NLEBK FLA_PDA_EBU |
| publishDate | 2012 |
| publishDateSearch | 2012 |
| publishDateSort | 2012 |
| publisher | American Management Association |
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| spelling | Vincent, Laurence Verfasser aut Brand real how smart companies live their brand promise and inspire fierce customer loyalty Laurence Vincent New York American Management Association ©2012 1 Online-Ressource (xii, 257 pages) txt rdacontent c rdamedia cr rdacarrier Includes bibliographical references and index 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 "To create an exceptional brand experience, remember that sometimes less is more. Companies are forever being more creative in their branding strategies, building identities ranging from the warm-and-fuzzy to the ultra-cool and edgy. But it seems that many of these enterprises forgot that a brand, at its heart, is a promise to deliver. If the brand experience does not live up to that promise, customers will take their business elsewhere. Brand Real is a business strategy guide for making a brand's promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy and forge a powerful and lasting connection with their customers."--Publisher's website BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Customer loyalty fast Wirtschaft Branding (Marketing) Customer loyalty Erscheint auch als Druck-Ausgabe, Hardcover 978-0-8144-1676-1 Erscheint auch als Druck-Ausgabe, Hardcover 0-8144-1676-4 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=434805 Aggregator Volltext |
| spellingShingle | Vincent, Laurence Brand real how smart companies live their brand promise and inspire fierce customer loyalty BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Customer loyalty fast Wirtschaft Branding (Marketing) Customer loyalty |
| title | Brand real how smart companies live their brand promise and inspire fierce customer loyalty |
| title_auth | Brand real how smart companies live their brand promise and inspire fierce customer loyalty |
| title_exact_search | Brand real how smart companies live their brand promise and inspire fierce customer loyalty |
| title_full | Brand real how smart companies live their brand promise and inspire fierce customer loyalty Laurence Vincent |
| title_fullStr | Brand real how smart companies live their brand promise and inspire fierce customer loyalty Laurence Vincent |
| title_full_unstemmed | Brand real how smart companies live their brand promise and inspire fierce customer loyalty Laurence Vincent |
| title_short | Brand real |
| title_sort | brand real how smart companies live their brand promise and inspire fierce customer loyalty |
| title_sub | how smart companies live their brand promise and inspire fierce customer loyalty |
| topic | BUSINESS & ECONOMICS / Advertising & Promotion bisacsh Branding (Marketing) fast Customer loyalty fast Wirtschaft Branding (Marketing) Customer loyalty |
| topic_facet | BUSINESS & ECONOMICS / Advertising & Promotion Branding (Marketing) Customer loyalty Wirtschaft |
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