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Brand real : how smart companies live their brand promise and inspire fierce customer loyalty / [electronic resource]
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| 자료유형 | E-Book |
|---|---|
| 개인저자 | Vincent, Laurence, author. |
| 서명/저자사항 | Brand real[electronic resource] :how smart companies live their brand promise and inspire fierce customer loyalty /Laurence Vincent. |
| 발행사항 | New York : American Management Association, c2012. |
| 형태사항 | 1 online resource (xii, 257 pages) : illustrations. |
| ISBN | 9780814416778 (electronic bk.) 0814416772 (electronic bk.) |
| 서지주기 | Includes bibliographical references and index. |
| 내용주기 | 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. |
| 요약 | "To create an exceptional brand experience, remember that sometimes less is more. 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 cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy and forge a powerful and lasting connection with their customers."--Publisher's website. |
| 일반주제명 | Branding (Marketing) Customer loyalty. BUSINESS & ECONOMICS / Advertising & Promotion. Branding (Marketing). Customer loyalty. |
| 언어 | 영어 |
| 기타형태 저록 | Print version:Vincent, Laurence.Brand real.New York : American Management Association, c20129780814416761 |
| 대출바로가기 | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=434805 |
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| No. | 등록번호 | 청구기호 | 소장처 | 도서상태 | 반납예정일 | 예약 | 서비스 | 매체정보 |
|---|---|---|---|---|---|---|---|---|
| 1 | WE00001182 | 658.8/27 | 가야대학교/전자책서버(컴퓨터서버)/ | 대출가능 |
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