Brand Real How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty

Name: Brand Real How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty
Price: 6.89 USD
Availability: InStock
ISBN: 9780814416761

ISBN-10: 0814416764

ISBN-13: 9780814416761

Edition: 2012

Authors: Laurence Vincent

List price: $36.95

30 day, 100% satisfaction guarantee!

Marketplace

3 new & used from $6.89

what's this?

Rush Rewards U
Members Receive:

You have reached 400 XP and carrot coins. That is the daily max!

Description:

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…

Book details

List price: $36.95
Copyright year: 2012
Publisher: AMACOM
Publication date: 4/7/2012
Binding: Hardcover
Pages: 272
Size: 6.13" wide x 9.25" long x 1.04" tall
Weight: 1.188
Language: English



Acknowledgments


Introduction



Reality Check: It's Time to Move from Brandlore to Promising Brands



Winning the Memory Game



The Benefit of Your Brand



Leveraging Portfolio 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


Notes


Index


About the Author