TY  - BOOK
AU  - Vincent,Laurence
ED  - ebrary, Inc.
TI  - Brand real: how smart companies live their brand promise and inspire fierce customer loyalty 
AV  - HF5415.1255 .V55 2012eb
U1  - 658.8/27 23
PY  - 2012///
CY  - New York
PB  - American Management Association
KW  - Branding (Marketing)
KW  - Customer loyalty
KW  - Electronic books
KW  - local
N1  - 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
UR  - http://site.ebrary.com/lib/welingkar/Doc?id=10530655
ER  -