Brand Real : How Smart Companies Live Their Brand Promise and Inspire Fierce Customer Loyalty 著者名 Vincent, Laurence 出版社 : Amacom Books 出版年月 : 2012/03 Binding : Hardcover ISBN : 9780814416761 BookWeb価格 : THB 900.00 会員価格 : THB 810.00 在庫情報 : フルフィルメント・センターに在庫があります。 通常、3日以内に発送いたします。 言語 : English

 
Acknowledgments                                    ix
Introduction                                       1  (4)
    Chapter One Reality Check: It's Time to        5  (23)
    Move from Brandlore to Promising Brands
    Chapter Two Winning the Memory Game            28 (22)
    Chapter Three The Benefit of Your Brand        50 (20)
    Chapter Four Leveraging Portfolio Value        70 (30)
    Chapter Five Positioning Brands for Context    100(19)
    Chapter Six Brand Attachment: The Barefoot     119(26)
    Bandit and Our Sense of Self
    Chapter Seven Expressing the Promise: Brand    145(23)
    Narrative, Brand Voice, and Communications
    Strategy
    Chapter Eight Naming and Identity              168(19)
    Development
    Chapter Nine The Touching Experience: How      187(23)
    to Deliver on a Promise at Meaningful Touch
    Points
    Chapter Ten Brand Inside: Why People Are       210(31)
    the Key to Your Brand Strategy
Notes                                              241(8)
Index                                              249(9)
About the Author                                   258