Brand real [electronic resource] : how smart companies live their brand promise and inspire fierce customer loyalty / Laurence Vincent.

By: Contributor(s): Material type: BookBookPublication details: New York : American Management Association, 2012.Description: xii, 257 pSubject(s): Genre/Form: DDC classification:
  • 658.8/27 23
LOC classification:
  • HF5415.1255 .V55 2012eb
Online resources:
Contents:
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.
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Item type Current library Call number Status Date due Barcode
E-Books E-Books Main Library 658.8/27 (Browse shelf(Opens below)) Available

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.

Electronic reproduction. Palo Alto, Calif. : ebrary, 2011. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.

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