Brand real
Subtitle: how smart companies live their brand promise and inspire fierce customer loyalty
By: Laurence Vincent
Publisher: American Management Association
Published: 2012
Place of publication: New York
Language: eng
ISBN-13: 9780814416761
Subjects: Customer loyalty; Branding (Marketing)
Notes: Includes bibliographical references and index.
Table of contents: title: Acknowledgments; title: Introduction; title: Reality check : it's time to move from brandlore to promising brands; title: Winning the memory game; title: The benefit of your brand; title: Preserving brand value; title: Positioning brands for context; title: Brand attachment : the barefoot bandit and our sense of self; title: Expressing the promise : brand narrative, brand voice, and communications strategy; title: Naming and identity development; title: The touching experience : how to deliver on a promise at meaningful touch points; title: Brand inside : why people are the key to your brand strategy; title: Endnotes; title: Index.