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

• Author: ProQuest (Firm); Vincent, Laurence.
• TeilnehmendeR: ProQuest (Firm)
• Year of Publication: 2012
• Language: English
• Physical Description: xii, 257 p.

Table of 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.