Brand real how smart companies live their brand promise and inspire fierce customer loyalty /
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| Corporate Author: | |
| Format: | Book |
| Language: | English |
| Published: |
New York :
American Management Association,
2012.
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| Online Access: | http://site.ebrary.com/lib/ucy/Doc?id=10530655 |
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.