Brand real : how smart companies live their brand promise and inspire fierce customer loyalty /: how smart companies live their brand promise and inspire fierce customer loyalty. (©2012)

• Record Type: Book
• Further Information: Note: Laurence Vincent.
• Authors: Vincent, Laurence
• 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.
• Publisher Details: New York : American Management Association
• Publication Date: 2012
• Copyright Date: 2012
• Extent: 1 online resource (xii, 257 pages), illustrations
• Subjects: 658.8/27; BUSINESS & ECONOMICS / Marketing / General; Branding (Marketing); Customer loyalty; BUSINESS & ECONOMICS -- Advertising & Promotion; Branding (Marketing); Customer loyalty; BUSINESS & ECONOMICS / Management; Electronic books
• Languages: English
• ISBNs: 9780814416778; 0814416772
• Related ISBNs: 9780814416761; 0814416764
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.