Brand real : how smart companies live their brand promise and inspire fierce customer loyalty / / Laurence Vincent.
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| Year of Publication: | 2012 |
| Language: | English |
| Online Access: | |
| Physical Description: | xii, 257 p. |
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| 020 | |z 9780814416761 (hardcover) | ||
| 020 | |z 0814416764 (hardcover) | ||
| 020 | |a 9780814416778 (electronic bk.) | ||
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| 050 | 4 | |a HF5415.1255 |b .V55 2012 | |
| 082 | 0 | 4 | |a 658.8/27 |2 23 |
| 100 | 1 | |a Vincent, Laurence. | |
| 245 | 1 | 0 | |a Brand real |h [electronic resource] : |b how smart companies live their brand promise and inspire fierce customer loyalty / |c Laurence Vincent. |
| 260 | |a New York : |b American Management Association, |c 2012. | ||
| 300 | |a xii, 257 p. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |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. | |
| 533 | |a Electronic reproduction. Ann Arbor, MI : ProQuest, 2015. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries. | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Customer loyalty. | |
| 655 | 4 | |a Electronic books. | |
| 710 | 2 | |a ProQuest (Firm) | |
| 856 | 4 | 0 | |u https://ebookcentral.proquest.com/lib/oeawat/detail.action?docID=863944 |z Click to View |